Nike took took a rather unconventional approach to its latest campaign, taking to the suburbs of Paris to promote it’s latest sneaker.

Working with agency Yard in Paris (part of Sid Lee’s Paris collective), the company took note that an increasing number of trends are emerging from off the runway, the brand skipped Champs Elysées and went straight to the outskirts of the city – “Grand Paris” – launching the Air Max 270 in makeshift stores set up in building entryways.

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“They don’t say it but it works the other way around,” one man featured in the video says. “People from suburbs wear the shoes…then everyone in Paris wear[s] the shoes. People in [the] fashion industry, even the catwalk. It’s the street first, then it’s them.”

The campaign video features actor Lucas and rapper Mac Tyer, who both grew up in Grand Paris. That was accompanied by a national print and digital campaign featuring famous names who also grew up in the area, including rappers Rémy and Moha La Squale, comedian Ohmondieusalva, director Lucchino Gatti, boxer Bambi and biker Michay.

As part of Nike’s international Air Max Day 2018 in Paris, the brand also set up pop-up shops, design workshops and a contest asking people to design the next Air VaporMax Plus model inspired by their own cities.

The winning design by Lou Matheron, which was chosen from 23oo entries, will launch April next year.

Credits
Client: Nike
Agency: Yard Agency, Paris, France