For the upcoming release of the highly anticipated Nike Air Max 1 ‘King’s Day’, I’ve collaborated with the team at Sneakerjagers to create a visually creative campaign that takes a deep dive into the significance of this beloved silhouette in the Netherlands — from the story behind its design to the role the Air Max 1 plays in Dutch sneaker culture, and of course, the upcoming Nike Air Max 1 ‘King’s Day’ release.

Main video.

For this campaign commissioned by Nike SNKRS, I worked together with Ryan Plomp to develop, shoot, and edit all visual assets. The campaign consists of a main video and four individual videos, which were published on the Sneakerjagers platform and the Nike SNKRS App.

In the main video, Clara Bonaccorsi — the designer of the Nike Air Max 1 ‘King’s Day’ — takes you through the design process of this special Air Max 1 and its cultural connection to the Netherlands.

We also spoke with the two most influential sneaker stores in the Netherlands — Woei and Patta — as well as Air Max 1 collector Joost van Pelt, to further highlight the deep cultural bond between the Netherlands and the Nike Air Max 1.