This August, Foot Locker and Nike Sportswear celebrate uniqueness and throw out convention with the launch of a new multi-platform campaign entitled ‘I Am The Rules’. Marking the latest incarnation of the iconic Nike Air Max 90 shoe, the campaign gives a platform to new voices; introducing some of the most exciting, independent thinking and groundbreaking global talent from the worlds of football, sport, music and fashion.

At its very core, ‘I Am The Rules’ is about those who lead from the front and blaze their own trail. A celebration of innovators, of those who listen to their own voice and make their own rules, the 60 second film stars some of football’s brightest talent who embrace this independent– Arsenal’s Andrey Arshavin and Marouane Chamakh, and Roma’s Stefano Chuka Okaka. Both Arshavin and Chamakh have gone against the grain by carving out parallel careers in fashion design and sport commentating respectively, while Okaka has become an emblem and trailblazer for cultural diversity in Italian football – and during the 60 second film, viewers will be engaged in each player’s story.

The re-styled Air Max 90 is blessed with a never-seen-before and unique colour way and like the innovators that shape the short film. Inspired by the original Air Max 1, the Air Max 90 is instantly recognisable as a long-standing favourite with sporting superstars and street-style aficionados. The classic Nike Air cushioning and multi-flexing outsole still occurs but the sneaker has been transformed into a brand new style. This re-vamped version of the Air Max 90, has a statement making colour palette of pink, purple, green, white, black and grey, which is at the very heart of this creative campaign. The exciting new Air Max 90 will bring the wow factor to every sneaker addict’s collection.

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