Air Max 95 ‘20 For 20’


Celebrating and preserving past and present with technology from the future

Founded in 2000, this year marks the twentieth birthday of leading sportswear retailer size?. But it also ushers in a second massive anniversary for the brand: twenty years of collaborative Nike size? exclusives. To commemorate this milestone, Air Max Day saw size? present a fresh drop with the sportswear giant: the Air Max 95 ‘20 for 20’ – an exclusive release comprised of features from twenty of the very best Nike size? exclusives from the last two decades.

To activate the arrival of this inevitable icon, we traced the tale of the brands’ relationship; charting the stories of the key protagonists on the Nike x size? journey, and the sneakers that have marched them along the way. We uncovered the memories of the past, musings on the present and visions for the future that shaped the Air Max 95 ‘20 for 20’ – and compiled them in a digital time capsule.

When we first began discussing this launch internally, the overwhelming sentiment was to ensure the supporting activation surpassed anything we had created previously – something I genuinely believe has been achieved in this instance. Breaks were able to successfully integrate state of the art technology alongside the voices of authentic individuals that truly resonate with the Sneaker Obsessed consumer.

Breaks showcased genuine agency partnership. Throughout the process it was clear they shared our passion for both the product itself and the need for truly elevated storytelling – the latter being fundamental to ensure a fitting celebration for size? in their 20th year.

- Jon Bond, Strategic Account Director – size? Group, Nike