The Air Max 2090 was set to hit the shelves weeks into the pandemic. But how do you launch the world's most coveted sneaker amid global lockdowns and store closures?
We partnered with three female artists and created a series of intreactive art and AR Snapchat lenses featuring characters designed to inspire sneaker fans to express their style. By completing the games, users unlocked exclusive access to each colorway and their purchase.
We partnered with three female artists and created a series of intreactive art and AR Snapchat lenses featuring characters designed to inspire sneaker fans to express their style. By completing the games, users unlocked exclusive access to each colorway and their purchase.
Air Max 2090 - Score 2090 To Win
Activation
Client: Nike, Finish Line
Activation
Client: Nike, Finish Line
Marylou Faure X Lotus Pink + Particle Grey
–
Specializing in character design, bold colors and hand-written typography, Marylou aspires to create art that invokes joy with her cheeky and playful style. Her positive style is a perfect fit for the new ‘Lotus Pink’ and ‘Particle Grey’ Air Max 2090 colorways.
–
Specializing in character design, bold colors and hand-written typography, Marylou aspires to create art that invokes joy with her cheeky and playful style. Her positive style is a perfect fit for the new ‘Lotus Pink’ and ‘Particle Grey’ Air Max 2090 colorways.
“When working on these posters, I wanted to create a world that represented the energy and quirkiness of the sneakers lovers. As one of them myself, I thought it would be good to portray characters that were dynamic, playful and fun.”
“I like to have my artwork looking really fun, colorful and character based. The main message I want people to get is a sense of fun and playfulness. I wanted the characters to be diverse and represent a variety of personalities and styles. The shoe plays a central part in both posters, but really the focus is mainly on the people who wear them—where they are and how they use it”.
“I like to have my artwork looking really fun, colorful and character based. The main message I want people to get is a sense of fun and playfulness. I wanted the characters to be diverse and represent a variety of personalities and styles. The shoe plays a central part in both posters, but really the focus is mainly on the people who wear them—where they are and how they use it”.
“There’s really a pride in owning a good pair of sneakers or wearing them for the first time. I wanted to reflect that in my work by having really confident characters showing off and feeling like they’re on top of the world (or in this case, in the sky)…”
Score 2090 To Win – Marylou’s Snapchat Lens
–
–
Helen Li X Habanero Red
–
Helen Li’s art is an ode to quirkiness and celebrating the beauty of human imperfection, yet in the most playful, colorful and optimistic way. With her funky characters and vibrant shapes, Helen made sure to bring some heat into the ‘Habanero Red’ Air Max 2090 art she created.
–
Helen Li’s art is an ode to quirkiness and celebrating the beauty of human imperfection, yet in the most playful, colorful and optimistic way. With her funky characters and vibrant shapes, Helen made sure to bring some heat into the ‘Habanero Red’ Air Max 2090 art she created.
“I set out to create characters that felt fun, energetic and self-confident. I wanted them to be diverse and dynamic—representing people of different backgrounds without showing certain groups explicitly. That’s why I chose to create animal-human hybrids, to let viewers identify with whoever they wish, no matter the physical traits they were born with”.
“It’s about choices and self-expression. For instance, the ‘Bull’ character represents those young athletes who are fitness focused and driven, while the ‘Bat’ speaks to all those who are more laid-back and irreverent with their style and swagger”.
“You can be an experimental, carefree type—like the Shark-person character—who isn’t held back by norms or opinions. Or you can be more like the ‘Gator guy’, a rebellious skater who looks tough with their rows of teeth but is still playful and mischievous. Who you decide to be is up to you”.
“It’s about choices and self-expression. For instance, the ‘Bull’ character represents those young athletes who are fitness focused and driven, while the ‘Bat’ speaks to all those who are more laid-back and irreverent with their style and swagger”.
“You can be an experimental, carefree type—like the Shark-person character—who isn’t held back by norms or opinions. Or you can be more like the ‘Gator guy’, a rebellious skater who looks tough with their rows of teeth but is still playful and mischievous. Who you decide to be is up to you”.
Score 2090 To Win – Helen’s Snapchat Lens
–
–
Tina Bauer x Summit White
–
–
“My main inspiration is people—anyone with conviction and a voice”. No doubt, Tina’s artwork presents an intriguing crew of bold characters. “The three-headed body represents radical inclusiveness, where different minds work in synergy to move together”.
“The ‘Flower boy’ pays homage to the shift in music and pop culture around gender stereotypes, a tribute to iconoclast artists like Tyler, the Creator, Frank Ocean and Little Nas X, whose styles have opened up to new forms of non-binary self-expression”.
“The ‘Flower boy’ pays homage to the shift in music and pop culture around gender stereotypes, a tribute to iconoclast artists like Tyler, the Creator, Frank Ocean and Little Nas X, whose styles have opened up to new forms of non-binary self-expression”.
Score 2090 To Win – Tina’s Snapchat Lens
–
–
