The brief was to celebrate the 20th anniversary of the most sought after sneaker of all time: Nike Air Max 95. Our objective was to increase awareness for Air Max fans in Hong Kong for the re-release of the original and new range of Air Max 95 to make them even more collectable than before using a small budget to drive traffic in store and create buzz in the sneaker community.

Air Max 95 Collectables’ is an exclusive series of collectable cards showcasing the Air Max 95 range by local artists. The card illustrations reflected our buzzing city through the years with the unique features of each shoe, making these sneakers more collectable than ever before. It also included a number of limited edition holographic cards which allowed holders to gain exclusive

access to limited edition sneakers, and the ultra rare metallic NIKE iD card that gave lucky winners the chance to customise their very own pair of AIR MAX 95. Just like it was back then, the cards were installed in the original coin operated vending machines in Nike stores. Essentially, people were coming in daily to take away our DM and talk about it online in social media.