Nike x AIK
Blue Lines
Nike x AIK
Blue Line
For AIK’s 130th anniversary, Nike released the AirMax90 AIK, a special edition sneaker celebrating the club and its roots along Stockholm’s blue line metro. The area is a melting pot of creativity, talent and style, but when media writes about the blue line suburbs, the focus is often negative. We wanted to shift the focus, letting the blue line community shine and share their stories, on their own terms.
For AIK’s 130th anniversary, Nike released the AirMax90 AIK, a special edition sneaker celebrating the club and its roots along Stockholm’s blue line metro. The are is a melting pot of creativity, talent and style, but when media writes about the blue line suburbs, the focus is often negative. We wanted to shift the focus, letting the blue line community shine and share their stories, on their own terms.
"We should be the ones telling our stories, not the media or people that hardly have set foot in our neighborhood. Every time my home is on TV, it’s all concrete. No colors, no life, it’s just grey. In reality, it’s so green and lush in the summer. But it’s almost like people don’t want to see that."
“In Husby you can be yourself one hundred percent. When I grew up we could fit 25 guys in a studio, making music together. If you weren’t being real, the others would call you on it."
"Fashion has a powerful ability to innovate, express and define who we are. I want to create an expression that speaks to a new generation, people growing up with many cultural influences, because that’s what Sweden looks like today."
+2M total impressions (in owned channels)
+11,8M activated community (total follower base of all campaign connected accounts)
+33,8 M total generated media coverage (collective monthly reader base)
Story featured by Highsnobiety, Soccer Bible, Hypebeast, SneakersnStuff, Sneakerfreaker, Nicekicks and Sneakernews.

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