Nike — Breathe Project information

Nike — Breathe

This project derived from a partnership between Nike and fluoro, the national media partner for the Air Max Breathe Collection’s launch. The collection brought new technology to an iconic silhouette, transforming classic sneakers into ultra-breathable, lightweight shoes – perfect for cooling in the warmer months.

We conceptualised a series of images that reflected the inspiration, style, and impression of Nike Breathe Collection’s energy. Seeking to capture a background that symbolised the Breathe Collection, we scouted Melbourne for a location to create a bespoke mural that would form backdrop of the image series. 

Creative Director Miguel Valenzuela designed the mural using a selection of colours drawn from the urban and cultural aesthetic of Brazil. We wanted to create a vibrancy that not only captured an urban rawness, but also screamed colour.

The mural was sketched out and painted over the course of a day. With paintbrushes and rollers in hand, the colour took over the environment and a new vibrancy took over the previously neutral wall. Through utilising traditional tools, the levels of human interaction became evident in the painting of the walls, which created rawness, where imperfections become the celebrated parts of the end result.

Using Matildas star, Kyah Simon as a symbol of the energy and strength of the collection, alongside local talent, these images capture the Nike ethos of unleashing the athlete in everybody, everywhere.

During the shoot, the mural and the Collection were brought to life by the several ingredients, including the urban environment of the inner-city, the elements, and the natural light on location, which enhanced the colours of the mural and the colourways and design of the Collection.

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Mural, Concept, Art, Direction — HM.
Photography — Gerard O’Connor
Styling — Marc Wasiak
Hair/Make-up — Kim
Retouching — Matthew Ryan

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