Upon its original release, the Nike Air Max 97 experienced an almost immediate, uncontrollable explosion of popularity in Italy. The “silver virus” spread through every stratum of society, unexpectedly becoming an instant classic. Twenty years after its first release, Nike celebrated AM97 with a Limited OG Edition and a reissue of the iconic model.

Sartoria and our sister company Panottica were in charge of the creative direction and production of the whole celebrations process. From the Launch Invitation – featuring an original artwork by Italian artist 2501 – to the creation of special contents like the Iconic Shot by Portuguese photographer Sha Ribeiro, to the direction and production of the final Silver Factory event at Teatro Vetra in Milan, where attendees could have their Silver Portrait taken while listening to UK grime artist Skepta.

December 9, 2016