Nike Print Michay by Yard Paris

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Michay

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Industry Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper
Market France
Agency Yard Paris
Creative Director Tom Brunet, Yoan Prat
Art Director Arthur Oriol, Yoann Guerini
Released May 2018

Credits & Description

Creative House: Yard Agency, Paris, France
Co-Founders / Managing Directors / Creative Directors: Tom Brunet & Yoan Prat
Creative Lead: Güllit Baku
Art Directors: Arthur Oriol , Yoann Guerini
Account Manager: Yohana Mehretab
Project Director: Alice Lemoigne
Production: Arnaud Orengue
Video Production: Miles TV
Published: May 2018
Synopsis:
For the unveiling of their latest sneaker, the new Air Max 270, Nike and its agency Yard decided to cross over city lines into the greater Paris region, known as “Grand Paris”. Bucking traditional retail trends, the brand and Yard headed to the capital’s outlying suburbs and, with the support of several French in uencers, installed pop-up shops in building en- tryways’ in neighbourhoods just outside Paris, giving residents an exclusive sneak peak at the Air Max before it hit stores.
A game-changing way of going about business, the new model ips tradition on its head and allows for in uence and exclusivity to take hold outside of Paris, before working their way to runways and swanky stores. More and more trends are popping up in the suburbs, where the stage is being set for tomorrow’s fashions. With this premise in mind, Nike and YARD decided to launch the new Air Max 270 where styles are being born. With the help of 2 icons who grew up in Grand Paris: actor Lucas, who is also an af liate of the rap group PNL (Corbeil-Essonnes) and rapper/entrepreneur Mac Tyer (Aubervilliers), the brand and its agency ventured beyond city lines to target today’s trendsetters.
Nike’s Air Max Day campaign continued with Nike ON AIR, a series of design workshops held in 6 major cities around the world, reuniting sneakerheads, brand af cianados and the greater public.