︎

Nike: Feel the Unreal


Air Max DN
MAXXED OUT


For the launch of the new Air Max DN, we connected with Gen Z in Mexico,
a youth that embodies a cultural clash where tradition meets bold innovation.
They live life MAXXED OUT –
pushing boundaries, blending heritage with the future, and reinventing everything in their path.

We partnered with Latin Mafia, one of Mexico’s boldest bands, known for breaking musical boundaries.
These three brothers transformed their grandfather's living room into one of the most prolific music studios in the country,
challenging the status quo – a perfect reflection of the Air Max DN's daring spirit.




Credits
Agency: Wieden & Kennedy
Directors: Fridman Sisters
Photographer: Seo Ju
Team: Felipe Ribeiro, Jessica Apellaniz, Arah Kim, Andrea Souza, Rafael Campello, Gus Henrique
Production: Stink