The launch is being carried out through a campaign that goes beyond the product itself to tap into the emotional and symbolic dimensions.
The Air Max universe is expanding through new designs and technological advancements, giving rise to new silhouettes such as the Air Liquid Max, which is here to challenge, showcase and break with convention.
Since its inception, the brand has used visibility as a design language – making air, a hidden element, the central feature. Now, the new model takes this concept to the next level, updating the moulded, flexible Air unit and bringing it closer to the ground to offer a more direct, physical and authentic experience.
In terms of design, the Air Liquid Max draws its inspiration from the arrowhead frog – one of the world’s smallest and most venomous species – and uses colour as a warning. Triple-layer mesh, printed textures and bold nanoprints combine with a translucent sole to create a truly unique piece.
And to bring this story to life, FOOTDISTRICT has chosen to collaborate with 1111 (one thousand and eleven), a collective that inhabits that blurred space between the digital, the emotional and the intuitive. Comprising Fedra, Armas and ru0001, their sound blends pop, netcore and an underground sensibility, creating soundscapes that seem designed for wandering through the city at a leisurely pace, as if floating.
The starting point is La línea de puntos, one of the themes of her upcoming project. A work that reflects on predefined paths, external expectations and the pressure – often self-imposed – to follow them. But it also explores the possibility of straying from the path.
For this campaign, 1111 reinterprets the theme in a previously unseen version—one that is rawer and more direct, as if it were a confession within a confession. The audiovisual piece was developed in collaboration with Duelo and Ex-All, and amplifies this idea through a visual narrative that revolves around public exposure—that moment when the intimate becomes visible.
Sigue toda la información de HIGHXTAR desde Facebook, Twitter o Instagram
You may also like...
