Air Max has always been Nike’s provocateur. The shoe that exposed its guts and showed the world what was underneath. Picked up by subcultures across Europe and carried forward on their terms.
For Spring 26, Nike EMEA asked us to bring that attitude to JD, Foot Locker, and Snipes. A cohesive creative system that flexes across silhouettes and builds a distinct world for every partner.
Each partner reinterprets the attitude through a different cultural lens. Fringe of Sport. Music Subculture. Fashion Icon. All shot by Jonny Dufort in reportage realism, voyeuristic framing, and one-take motion. Everything feels observed rather than staged. One attitude, multiple cultural expressions.
001
For Spring 26, Nike EMEA asked us to bring that attitude to JD, Foot Locker, and Snipes. A cohesive creative system that flexes across silhouettes and builds a distinct world for every partner.
