Truth or Air
The Challenge
Engage Gen Z on the history and influence of Air Max.
For Air Max Day 2024, Nike planned to launch a brand-new sneaker: the Air Max Max Dn.
Our job? To build hype around the Dn ahead of launch on @nikesportswear by positioning the sneaker within the wider history of Air Max, with an eye toward younger generations who didn’t experience the moments first-hand.
We unlocked Nike’s archive to take our audience through the history and mystery of Air Max, drawing on archival objects from the DNA and the tall-tale rumors that surround the franchise.
The Solution
Bringing ‘Truth or Air’ to Life
First, we partnered with the Department of Nike Archives to surface the origin stories, inspirations, and urban legends that would form the basis for the series.
Then we tapped the talent who would help us bring each story to life by debunking the truths and myths behind the designs of each sneaker.
Matt Williams
Truth or Air’s Nike Air-storian and lead at the Department of Nike Archives
Known to his colleagues as “Well Actually” Williams.
Annie Rauwerda
Truth or Air host and the creator of “Depths of Wikipedia”
Self-proclaimed nerd
The Series
Was the Air Max 90 Infrared really the sole OG colorway?
Was the iconic Air Safari print inspired by a couch?
Over the course of four episodes, we explored the origin stories of three landmark Air Max models and introduced the Air Max Dn.
Did the Air Max Plus designer get his inspo from a Florida vacay?
Does the Air Max DN have the first tubular Air system?
The Extension
We also developed interactive Stories and archival Carousel posts to complement the storylines and give our audience a chance to engage more deeply with the archive.
We even brought Truth or Air to TikTok with our Mini Myths spinoff. There we highlighted bite-sized bonus content with John Hall, one of the leads of the Department of Nike Archives.
Was the Air Max 95 inspired by human anatomy?
What inspired the design of the Air Max 97: trains or mountain bikes?
Does the design of Air Max 93 have anything to do with milk jugs?
The Results
- 3.1MViews of "Truth or Air”
- 227.6KViews of ‘Truth or Air: Mini Myths’
- 4‘Truth or Air’ Episodes
- 3‘Mini Myths’
- 2Shoot Days
- 1Nike.com product description updated based on our research
