Matt & Matt

Nike Air Max 97 - Future Forward


We proved that retro isn’t the only way to bring back a 20 year old pair of shoes. Our Future Forward campaign for Nike put the Air Max 97s on the feet of six future-legends and dropped them into a psychedelic futuristic city.


How we did it

In 2017 Nike brought back the Air Max 97 - a mid-nineties classic that was originally designed to look futuristic. We didn’t like the retro feel they were going with in store, we wanted to make a two-decades-old pair of trainers feel modern.


We put them on the feet of a selection of emerging talent from across Europe – from sports stars to musicians. Then we put them at the centre of a classic street-style shoot, which was given an injection of the near-future.

We partnered with the team who created the incredible visuals in the live action Ghost In The Shell movie, and set them to work transforming our European locations into futuristic vistas, packed with graphical easter eggs about our talent.

Facebook reach was over 6.2 million with an impressive 3.6 million views.

There were over 1 million completed views on Snapchat, and nearly 2.5 million people saw the videos on Instagram stories.

But most importantly, we drove 450,000 people to shop for the sneaker via the Nike AM97 product page.


Mildly interesting: it was one of those projects where the finished article looked spookily close to the first scamps...