Making Air Max Day Our Way: A Behind-The-Scenes Look

words by iqmall

This past Air Max Day 2020, Culture Cartel, in association with Limited Edt. , was tasked to create the visual language of Singapore’s leg of the globally celebrated day. Wanting to break away from the mould of locally-produced work, we looked across the ocean for inspiration.

We knew that Nike and its catalog of sneakers have been adopted by cities across the world. The TN’s in Australia, Air Max 97s in London, the Cortez’s in L.A and AF1’s in New York. So when we thought of the Air Max, we were instantly transported to Europe. The streets of Amsterdam and London to be exact. The flats and cobble streets helped shaped what we tried to do. A grungy and raw take on the Air Max.

Check out some of the behind-the-scenes shots in the collage above and tell us what you think of when you hear the words, “ Air Max” .