Nike has launched a dynamic global campaign for its latest Air Max release, the Dn8, enlisting a diverse lineup of artists and athletes to highlight the shoe’s cutting-edge design and technology. Among the standout collaborators is rising tennis star Shang Juncheng, who features in visuals crafted by Builders Club. The campaign also brings together creative contributions from Gabriel Moss, Marius Gonzalez, Kobbie Mainoo, Yuto Horigome, and NEWFORMAT. Each contributor infuses their unique artistic vision, capturing the Dn8’s essence through movement, energy, and bold design language.
Nike describes the Air Max Dn8 as incorporating an eight-tube cushioning system intended to enhance fluidity and energy return. The campaign underscores this innovation by merging sport with art to present a cultural narrative around performance and creativity.
“The campaign’s visual assets are designed to elevate the Air Max Dn8’s silhouette, emphasising key design elements such as its signature Air Units,” said Builders Club in a release.
“Each artist and athlete pairing tells a distinct product story, yet all share a common goal: to visually capture the power and movement of the Dn8. The visuals are bold, vibrant, and full of energy, reflecting the Air Max’s cutting-edge design and technology.
The creative brief was deliberately open-ended, fostering an environment of exploration and innovation. This approach encouraged extensive experimentation, allowing for the development of new techniques and a distinctive visual language. A significant portion of the process was dedicated to research and development, with a strong focus on refining a unique, shot-specific aesthetic.
Builders Club ultimately crafted a digital painterly effect, blending artistic expression with cutting-edge technology. To bring this vision to life, tennis star Shang Juncheng underwent a 3D scanning process in Beijing, using a mobile scanning unit. Builders Club directed the session remotely, ensuring precise execution while seamlessly integrating the scans into the campaign’s creative direction.
- Credits:
- Builders Club: Production Company, Direction, Design, Animation
- Nike Greater China: Client
- Care of BLOC: Full Body 3D Scan
- Sion Millet: Producer (BLOC)
- Pixel Light: 3D Scanning
- Monumental: Edit House and Post Production
- Elisa Johanna Kand: Edit and Post Producer
- Colin Journee: VFX Lead
- Group Project: Audio + Sound Recording Studio
- INK: Retouch
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