Nike Air Max Day

For Air Max Day 2015, the campaign looked to Thailand’s creative community to reinterpret Nike’s Air Max legacy through a local lens. In collaboration with Kult Studio & Gallery, Thai artists were commissioned to respond to key Air Max silhouettes across the years—culminating in the launch of the Air Max Zero.

The work bridged sneaker heritage and contemporary art, positioning Air Max not simply as product, but as cultural artefact. My role spanned account leadership, local creative direction, collaborating with BBH’s creative team and external artists to translate the global Air Max platform into a culturally resonant execution.