Nike Air Max Pulse
With the goal of revitalizing Air Max’s presence in youth culture, the Nike Air Max Pulse tapped into the very core of Air Max’s DNA—wild ingenuity, rebellious thinking and embracing the unknown. Then, my team and I amplified it using the underground sounds of the London music scene as inspiration, encouraging consumers to use the Nike Air Max Pulse as a way to express their loudest self and push past their limits.
As one of the writers, I worked closely with the rest of the narrative team to create the narrative strategy for the campaign. This included writing the messaging hierarchy and manifesto to set the tone. Using brand guidelines and a strategic approach, I wrote the digital executions, which included social, email, app threads and landing pages. This copy was also used for OOH placements across the globe, including stores and billboards. I also worked closely with designers to add storytelling elements to the hero AVs.
Consumer-facing line: Maxxed Out
AVs: These launched across multiple platforms to create hype and unveil the Air Max Pulse ahead of the shoe’s release.
Social Copywriting: @NikeSportswear
Designed for the nights that turn into days. Styled for your loudest self. The #AirMaxPulse in Cobblestone is now available. Get yours in our IG Shop.
For the recklessly instinctive, there’s the #AirMaxPulse. 💨 Get your pair in our IG Shop.
No rules. No genres. No limits. The #AirMaxPulse is a silhouette infused with an unreal bounce and durable design details—paving the way for you to implode boundaries with your raw self-expression. Tap to get your pair.
Feeding off the frenetic energy of the London music scene comes the ☁️Air Max Pulse☁️. It’s a tough silhouette infused with an unreal sensation of Air that helps you find your own beat and crank it up to max volume. Dropping soon. Head to the 🔗 in bio to get notified.
BOUNCE ☁️ BOUNCE ☁️ BOUNCE ☁️ There’s nothing like walking on Air. Thanks to a new point-loaded system built for better weight distribution, we’ve made the legendary sensation of #AirMax even bouncier and more reactive. The newest expression of Air arrives soon. Hit the link in bio to stay in the know.
Digital writing: Landing Pages, Product Pages, Emails and Manifesto
Click on each execution for a closer look.
The Nike Air Max Creative Team:
VP of Global Men’s Team: Dave Frank
Creative Director: Patty Wong
Narrative Director: Rafael Paes
Art Directors: Miles Johnson and Ger Tierney
Narrative Managers: Jeremy Catalino and Genevieve Hudson
Writers: 🙋♀️ and Will Roelke
Designers: Gunnar Harrison, Hannah Kim, Reann Nathan and Gabriel Abascal
Digital Design: Steven Oey and César Sierra
Digital Production: Jeevan Gaberria
Studio Manager: Elijah Graham
Creative Producers: Adam Bordow and Kevin Lennox
Project Coordinator: Aleah Jordan