Nike – Air Sesh

This was Nike’s first serious foray into dance. Our task was to build creative that supported the idea of dance as sport and dancers as athletes. 

For so long, dancers have had to choose between aesthetics and functionality when it comes to footwear. Not anymore. The Nike Air Sesh prioritizes style and performance equally. It’s a lightweight, flexible, all-in-one shoe packed with dance-focused innovation, so the whole day can be your dance session.

Our launch strategy, led by the Nike Innovation team (see also Nike Space Hippie) was to engage, listen and learn from a targeted audience.

Firstly, we created (and resurfaced pre-existing) editorial content to affirm Nike’s authentic connection to dance. We created stories with credible dance talent, some of whom had been heavily involved in the shoe’s design journey The Kinjaz, Mr YouTube and WangQing.

Secondly, we crafted creative with two filters: Innovation and Style. Giving us valuable consumer insights as Nike seeks to serve dancers better.

The purpose of the creative was to authenticate Air Sesh as the best product for open choreography and a new step for Nike in the dance community.
The vibe was unrehearsed and spontaneous, with dancers of differing styles feeding off each other’s energy and fluid moves to elevate their own self-expression so that the whole is greater than the sum of its parts. It’s about free-form, anything goes expressive choreography that inspires the finished polished routine they are workshopping towards. No need for an audience when you got each other.

Credits

Creative Director: Meirion Pritchard
Writing Director: Dan Rookwood
Designers: Allison Olson, Samantha Del Rosario
Producer: Nadya Ighani

Film: Bon Duke, Aimee Hoffman
Photography: Bon Duke, Thalia Gomez
Words: Zach Schomburg

Talent: Alexandra Carson, Amari Marshall, Bailey Sok, Gordon Watkins, Kinjas, Miranda Wilking, Slavik, Switzon Haney (aka Mr YouTube),

Thanks: Mark Aver, Michael Spoljeric, Evan Baechler, Nader Makki, Alex Corson, Marcos Escutia and Lisa Lynham!

Agency: The New Company