Nike partnered with Premium Goods to reintroduce the Air Max 1 through a cultural narrative connecting Brooklyn and Houston. The campaign draws on 90s sneaker and fashion culture, showing how two cities, though miles apart, are bonded through style, music, and community. The approach highlighted the Air Max 1 Premium Goods in a way that paid homage to the 90s while reflecting today’s style and sensibilities. By fusing archival energy with a modern lens, the campaign honored legacy while celebrating the evolution of sneaker culture.
Air Max 1 — Premium Goods (Brooklyn)
Premium Goods White Forest Green
Air Max 1 — Premium Goods (Houston)
Premium Goods Sport Red Varsity Royal
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Powered By: Nike
Agency / Partner: Premium Goods
Director: Isaac Yowman
Producer: Octavia Pride
Cinematographer: Bryce Saucier
Premium Goods CD.: Jeremy Barrett
Asst. Creative Director: Hidji World
Production Co.: IYO Visuals
Production Managers: Gus Ruiz & Tiffany Morrell
Nike Mktg.: Jonathan McLean & Jayah Arnett
Exec. Producer: Jennifer Ford & Clarence Nathan III
PG Mktg. Director: Arvy Lim
1st AD: Phil Hysmith
Key Talent: Nick Gee & Jay Perez
Supporting Talent: Doug Robman, Brelyn Thompson, Nailah Jones, Miya Papiya, Larry Smith, Randy Chancey
Gaffer: Esteban Caicedo & Andrew Parkertonn
1st AC: Kerwin Escobar & David Mejia
DIT: William Escobar
Wardobe: Bahr Brown
Colorist: Dan Diaz
Color Producer: Mariela Aguirre
Sound: Ocular Sounds & Pivot Content
VFX: Dave Currie, Pivot Post, Rayy Films
Production Assistant: Kristoff Bishop & Ronn Lockiby
Special Thanks: Al Red Slabline, Leo & Ric Rodriguez - Red BMW