Air Max launched in 1987 and became an instant classic, on and off the track. Air Max 90 evolved from the running shoe concept into an icon adopted by athletes, performers and artists. AM90 sound is the documentary of this journey, a tribute to a true icon.
In 2007 Sartoria asked legendary photographer Shawn Mortensen to travel across Europe, intercepting the frequencies of 8 young music talents who share the air max 90 attitude. Sefyu (Paris), FR+Rampa (Berlin), Rodion (Rome), Kissey Asplund (Stockholm), Maniac (London), Golden Bug (Barcelona), Shinedoe (Amsterdam), Mujuice (Moscow).
The end result lives in 8 video clips, 8 previously unreleased vinyl records, an exclusive photo reportage, and an extensive video documentary: the first exclusive global content launched on nikesportswear.com platform. The vinyl records came inside a premium pack designed by Dutch artist Parra, together with the reportage by Shawn Mortensen.
- Brand Strategies
- Time Frame: 2007
AM90 Sound packaging designed by Parra, AM90 Sound video clips, AM90 Sound vinyl records, AM90 Sound photo reportage by Shawn Mortensen, AM90 Sound video documentary.
Shawn Mortensen, Parra