Nike’s Air Max Day celebrates a legacy built on innovation and cultural relevance, a moment that lives as much in community as it does in product.

I worked closely with the team to shape a local expression of the campaign, highlighting emerging Australian talent and key figures within Incu’s community. The approach aligned with Nike’s focus on engaging a new generation while grounding the launch in cultural relevance.

The execution spanned talent, social, and experience - designed to feel participatory rather than performative.