Air Max 95 ‘110’

Nike x Footpatrol x SNEAKRS

Pushing innovative camera technologies to transport consumers to the streets that shaped the ‘110’

February 2020

Since its debut, Londoners have had a nickname for the Air Max 95. Born of its original price-tag, the city named the seminal silhouette the ‘110’. Nike had never outwardly honoured the moniker – until now. We were tasked with celebrating the launch of the ‘110’, exclusive to Nike’s ‘SNEAKRS’ channel and London’s top-tier sneaker authority Footpatrol.

To do this, we gave the shoe and its story back to the city that created it. Using nascent camera technologies to capture a cross-generational cast of Londoners, we delivered a 360 vista of what this shoe means to the capital, inviting audiences to step into the tale of the ‘110’.

It’s always a pleasure working with a team that just gets the same scale of ambitions that you need, as well as the cultural landscape. In a refreshingly collaborative approach, we were able to co-develop a concept with a distinct brand point-of-view that the BREAKS team could then flesh out into a fully-scalable execution, in quite some speed I should add, that consistently delivered results to our expectations.

- Keith Hawkins, Brand Creative, Nike