Nike China brings the Air Max Dn8 to life
Nike’s latest Air Max Dn8 campaign is a bold celebration of movement and innovation, bringing together world-class artists and athletes to explore the dynamic energy of the new Air Max.
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Nike’s latest Air Max Dn8 campaign is a bold celebration of movement and innovation, bringing together world-class artists and athletes to explore the dynamic energy of the new Air Max.
Among them, global creative studio Builders Club teamed up with tennis pro Shang Juncheng to craft a visually stunning interpretation of the Dn8’s unique design and technology. Other talented collaborators on this global project include Gabriel Moss, Marius Gonzalez, Kobbie Mainoo, Yuto Horigome, and NEWFORMAT.
Rooted in Nike’s spirit of experimentation, the Air Max brand thrives on pushing creative boundaries. The Air Max Dn8 embodies this ethos with its revolutionary eight-tube cushioning system, offering unparalleled movement, fluidity, and energy return. To highlight this innovation, Nike launched these unique collaborations that merge sport with art, creating a striking collision of culture and performance.
The campaign’s visual assets are designed to elevate the Air Max Dn8’s silhouette, emphasising key design elements such as its signature Air Units. Each artist and athlete pairing tells a distinct product story, yet all share a common goal: to visually capture the power and movement of the Dn8. The visuals are bold, vibrant, and full of energy, reflecting the Air Max’s cutting-edge design and technology.
The creative brief was extremely open-ended, allowing for extensive experimentation and the exploration of new techniques. A significant portion of the process was dedicated to R&D, focusing on developing unique visual styles. Builders Club ultimately settled on digital painterly effect and worked to refine it, tackling the challenge of transforming a fluid concept into a highly controlled and shot-specific visual approach.
Shang Juncheng was 3D scanned in Beijing using a mobile scanning unit, with Builders Club directing remotely. Additional reference action poses were captured on-site, while Monumental handled the scan cleanup, animation, and integration.
