Nike

Feb 2026

The Yaxlar project for Nike functions as a gritty, evocative visual narrative that bridges the gap between high-octane extreme sports and the nuances of urban lifestyle culture. Through the lens of photographer Hailun Ma, the campaign leans into a nostalgic, raw aesthetic, frequently utilizing 35mm film to ground its cinematic compositions in a tactile reality. The project trades polished commercial tropes for a documentary-styled approach, capturing everything from the precision of salon-grade grooming to the spontaneous energy of motocross riders inhabiting concrete, industrial landscapes. By weaving together high-contrast editorial portraiture with dynamic action shots, the imagery explores the intersection of streetwear identity and technical sportswear. Techniques like low-key lighting and chiaroscuro emphasize the textures of fabric and chrome, while the inclusion of authentic film-developed borders and sprocket holes enhances the project's visceral, unvarnished personality. Whether focusing on the intricate mechanics of a classic car engine or the quiet detail of a crystal glass, the execution maintains a consistent, moody atmosphere that feels both intimate and expansive. Ultimately, Yaxlar serves as a masterclass in modern brand storytelling, successfully integrating the Nike swoosh into a series of frames that celebrate subculture, motion, and the deliberate intersection of personal expression and athletic heritage.

Editorial, Vertical

Sportswear

Advertising Campaign