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Tinker Hatfield changed the course of advertising history in 1987, releasing Nike Air Max. A distinctive shoe equipped with a visible air-filled element and bright inserts. From Tokyo to London, athletes and celebrities went crazy for the brand's products. The following ads reflect the universal appeal of Air Max.
Revolution (1987)
The first example of a Beatles song used in a commercial, Revolution captured the spirit of Air Max. The ad cemented Nike Air in the consumer's mind.
Bo Jackson (1990)
Bo Jackson, a baseball star and football player for the Kansas City Royals, Chicago White Sox, California Angels, and Oakland Raiders fame, became the face of Nike after emerging from a hot NFL season. THIS ad sheds new light on the boxing legend (and grill enthusiast), George Foreman.
Barkley of Seville (1993)
Charles Barkley in action (1993)
Charles Barkley brings his spicy acting to the forefront. The concept references Gioachino Rossini's comedic masterpiece "The Barber of Seville." How does it all relate to basketball? Watch the video.
Nike Air Max 2 Commercial (1994)
Burroughs and controversy (1994)
Nike chose gay icon William S. Burroughs as the narrator and star of a 1994 ad for Air Max 2. Why would a clothing company choose to collaborate? Many marketers still wonder to this day. We are glad it happened.
Nike Air Max 95 Animal (1995)
Era of innovation: 1995-2006
One of the strangest films on our list. Nike Air Max 95 does not even show the sneakers until the last 20 seconds. The ad is so mysterious that nothing is really clear. And that is the point!
Charles Barkley and Humpty Hump (1996)
Never missing an opportunity to mention their own superiority, Charles Barkley and Nike put us in a good mood. They show that a sneaker can be an important part of one's wardrobe.
Air Max 360 (2006)
Air Max 360 and Actual Air (2006-2010)
Air Max 360 became the leader in the game. The ads focused on how much the sneaker contributed to improving athletes' performance and minimizing injuries.
Actual Air (2010)
Featuring Maria Sharapova, Troy Polamalu, Sanya Richards-Ross, Brandon Roy, Carl Lewis, Paula Radcliffe, and Paul Rodriguez. At the peak of individual athletes' careers, the company leveraged Nike in both lesser-known and more famous sports.
Summary
The article shows that the success of Nike Air Max is due not only to innovative design with a visible air cushion, but above all to bold advertising campaigns. From the use of the Beatles song "Revolution" in 1987, through charismatic athletes like Bo Jackson and Charles Barkley, to the avant-garde collaboration with William S. Burroughs – the brand consistently broke conventions. These ads not only sold shoes but built a culture around the product, combining sport with pop culture and art.
Interestingly, the 1994 Air Max campaign featuring the controversial writer Burroughs still surprises marketers today, yet it became one of the most memorable spots in the brand's history. It is proof that risk in advertising can bring spectacular results.
