Air Force 1 ‘Join Forces’
Launched in Holiday 2022, the Air Force 1 Join Forces campaign brought forward community voices like never before. Nike voice took a backseat to the unique stories, perspectives and talents of people that wear AF1s every day as only they can. From dance to style, we put communities front and center, showcasing how the Air Force 1 is part of bringing people together.
Partnering with local teams, we brought together five communities that rock Air Force 1 in their own unique way and exemplify what it means to Join Forces.
At social, direct quotes led the way in our protagonist storytelling. Brand voice and product messaging took a backseat to what made each group unique.
From Memphis, TN to Tokyo, Japan to Soweto, South Africa, we magnified the people and what they stood for, highlighting how they brought everyone and anyone together through their passions and of course, the AF1.
Nike’s digital ecosystem of .com, app and email allowed for more direct product messaging and promotion through the consumer journey. Headlines and copy celebrated the 40th anniversary of Air Force 1, while also supporting the communities showing off AF1 as only they could. This also included a complete refresh of Nike’s Air Force 1 homepage.
Celebrating 40 years of Air Force 1, we set out to amplify the voice of communities that make the AF1 their own. We leaned heavily on direct quotes and voice over to tell the most authentic stories possible, especially at social. Digital executions, including headlines and subcopy, were aimed at giving more context to the highlighted communities than specific elements of the three new Air Force 1s being released. Long-form app threads gave background insight into the leaders, founders and next generation of builders. Intentionally shying away from product-focused storytelling allowed for a deeper connection to the groups wearing Air Force 1s day-in, day-out.
Narrative Director - Caroline Bleeker
Senior Narrative - Beau Bernstein
Co-writer - Olivia Bowman
Art Direction - Nico Sala & Jerald Johnson
Designers - Lulubi Garcia & Roberto Rodriquez