To celebrate the coming of age of their iconic Air Max 90 shoe, Nike launched a major marketing campaign incorporating an entirely new way of communicating their brand: audio. The project entitled ‘AM90 Sound’ centred on eight musicians from eight cities around Europe who share the AM90 attitude in a genuine and personal way. Each city with a different style, voice and landscape - each artist a different soundtrack.

Nike commissioned Folded Wing to consult on this landmark audio project right from the start. Initially we worked with them generating ideas on how best to communicate their brand message through audio, designing format ideas for radio shows and podcasts. We then designed and produced the AM90 shows; from research and recording right through to high end production. Folded Wing created bespoke sound design of a fantastic quality for each of the eight shows, including a 30 second intro and outro for the AM90 video documentary.

In addition to the concept, design and production of the shows, Nike asked us to support their release with a platform promotion campaign, getting the word out about the podcasts and the brand on artist related sites internationally. It’s the first time that Nike have ever used audio in this way, and we are extremely proud to have been involved.

The client recently fed back that every time an AM90 Sound podcast went live, the number of hits to the micro-site increased dramatically in response - a clear illustration of the strategy’s effectiveness.

DOWNLOADS

AM90 London Podcast >
AM90 Paris Podcast >
Subscribe using iTunes >
Stream the AM90 Video Doc >