← ALL WORK

[ NIKE // PROJECT.LOG / 2021 ]

Air Max strategy

Research synthesis and a collaborator-selection playbook for Nike’s Los Angeles marketing team.

Air Max social content presented on two phone screens.
Air Max social content presented on two phone screens.
[ MY.ROLE ]

CREATIVE STRATEGY + RESEARCH SYNTHESIS + PLAYBOOK DEVELOPMENT

[ CONTEXT ]

STRATEGY CONTRIBUTION

[ YEAR ]

2021

Execution and production: Nike + AKQA. Campaign assets shown for contextual reference.

[ MY.ROLE ]

I synthesized Air Max archives and internal guidance, authored the Culture Loop / Product Loop / Learning Loop framework, and recommended collaborator-selection criteria. Nike and AKQA led final execution and production; the displayed campaign assets provide context.

[ THE.BRIEF ]

A few months before Air Max Day, Nike’s Los Angeles marketing team asked us to synthesize years of Air Max archives and internal guidance into a cohesive playbook. Nike had already chosen an initial direction in response to COVID’s impact on the business.

[ CREATIVE.DECISION ]

choosing air max collaborators.

I recommended choosing collaborators whose work had a clear connection to Air Max. The creator needed room to contribute, and the shoe still needed to be central to the work.

[ THE.WORK ]

STRATEGY + PLAYBOOK

Play here, or open the film separately.

OPEN FILM ↗
Air Max strategy presentation cover: From Icon to Operating System.
Air Max strategy presentation cover: From Icon to Operating System.
Presentation slide outlining the creative strategy role.
Presentation slide outlining the creative strategy role.
Air Max Accelerator executive strategy brief.
Air Max Accelerator executive strategy brief.
Act I divider: The Pressure.
Act I divider: The Pressure.
The Weight of an Icon slide with an archival Air Max advertisement.
The Weight of an Icon slide with an archival Air Max advertisement.
[ ASSET.ARCHIVE ] — 21 more images & films

Play here, or open the film separately.

OPEN FILM ↗

Play here, or open the film separately.

OPEN FILM ↗

Play here, or open the film separately.

OPEN FILM ↗

Play here, or open the film separately.

OPEN FILM ↗
The Real Problem slide on Air Max and cultural relevance.
Act II divider: The Belief.
Nike’s Foundational Truth slide with a runner in motion.
The Strategic Reframe slide on the Air Max platform.
Act III divider: The System.
The Big Idea slide with an annotated Air Max shoe drawing.
System Architecture diagram connecting culture, product, and learning.
Culture Loop slide with a group of dancers.
Product Loop slide with an Air Max design timeline.
Learning Loop slide with an Air Max Day calendar.
Act IV divider: The Proof.
Air Max Accelerator concept slide.
NIKE — campaign image 19
Air Max Day, Reimagined slide with a year-round timeline.
Act V divider: The Payoff.
What the System Proved slide.
Why This Matters slide comparing a campaign model with a continuous system.
[ CREDITS + OUTPUT ]
[ OUTPUT.MAP ]

RESEARCH SYNTHESIS // STRATEGIC PLAYBOOK

[ COLLABORATION ]

Strategy contribution: Faiz // Final execution + production: Nike and AKQA. Campaign assets shown for context.

[ FULL.LOG ] — project background

[ SYSTEM.SPECS ]

CLIENT
NIKE // LOS ANGELES MARKETING
PROGRAM
AIR MAX DAY
ROLE
CREATIVE STRATEGY + RESEARCH SYNTHESIS + PLAYBOOK DEVELOPMENT
OUTPUT
STRATEGIC PLAYBOOK // COLLABORATOR FRAMEWORK
STATUS
STRATEGY CONTRIBUTION // NIKE + AKQA EXECUTION

[ THE.INSIGHT ]

I recommended treating Air Max as an ongoing cultural platform. Collaborator selection needed to connect the product with people who could contribute their own perspective and cultural relevance.

[ THE.SYSTEM ]

culture // product // learning.

I authored the Culture Loop / Product Loop / Learning Loop framework and recommended criteria for selecting future collaborators, influencers, and cultural creators. The playbook brought the archive into a shared strategic reference.

[ EXECUTION.CONTEXT ]

My contribution was research synthesis, playbook development, platform framing, and collaborator-selection recommendations. Nike and AKQA led final execution and production. Campaign assets appear as context, rather than as work I claim to have designed or produced.

[ OUTCOME ]

The deliverable was a synthesized playbook and strategic recommendations. I believe this work helped inform that year’s collaborator choices. Its broader approach was intended to remain useful in future years; subsequent adoption has not been established here.