nike embraces 90s nostalgia with 20th anniversary air max 95 collectibles

nike embraces 90s nostalgia with 20th anniversary air max 95 collectibles
all images courtesy of ogilvy & mather hong kong

nike’s air max 95, designed by sergio lozano in 1995, is one of the company’s most iconic and sought after sneakers of all time. now, twenty years after their original launch, nike has brought the shoes back. creative agency ogilvy & mather hong kong saw the opportunity to tap a nostalgic vein with the re-release, and created ‘air max 95 collectables’, a limited-edition of trading cards illustrated by local hong kong artists.

artists considered hong kong’s, architecture, technology, food, entertainment, music, art, transportation and gaming 

each design incorporates key hong kong styles and ideas reflecting the last two decades, and were released alongside the sneakers by means of vending machines in store-fronts. a small amount of holographic cards were created, allowing those lucky enough to get one exclusive access to low-production editions or 95s. ultra rare metallic nike iD cards give winners the chance to fully customize their own pair of the shoes. 

cards were available from vending machines from the 90s, refurbished, in store 

coins were put in to activate the machine

people turned the knob to claimed one of many cards

customers came back repeatedly, attempting to collect all of their favorite sneakers as cards

those who received the ‘air max 95 OG neon card’ gained VIP access to buy the limited edition shoe immediately

those who received the ‘air max 95 greedy card’ gained VIP access to buy the limited edition shoe immediately 

the ultra rare metallic hologram nike iD card gave winners the chance to fully design a pair of air max 95 sneakers

collect them all!

project info:

agency: ogilvy & mather hong kong
chief creative officer: reed collins
creative director: john koay
art directors: john koay, elaine li
illustrators: simon koay, kristopher ho, brainrental, john koay, elaine li

designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.