NIKE | Air in the City (Concept)

A concept series we set ourselves: Nike Air, translated for Amsterdam. A city where bikes outnumber cars, style is casual by law, and street culture doesn't shout — the question was what Air looks like when it lives there.

The campaign explored print and poster executions that blur fashion, sport and city culture. Each route leaned into Nike's street-style heritage: bold photography, raw textures, and movement-led layouts with the energy of motion pushed through crops, angles and scale.

Everything was designed for the physical city — posters made to live on walls, in windows, and in the hands of everyday creatives. Print treated not as an afterthought to digital, but as the medium where a global brand earns local credibility.