Wair Max Silver Bullet
Nike SB
For the launch of the Nike SB Wair Max Silver Bullet colorway, we created a multi-day city experience bringing together athlete Ishod Wair, the London skate community, and retail partner Slam City Skates.
The shoe design pays homage to the iconic Air Max 95 Silver Bullet — originally inspired by Japanese bullet trains and aluminum mountain bikes — a silhouette deeply rooted in London’s subcultural landscape. To celebrate this connection, we equipped Ishod with a ride that matched his style: a timeless BMW E30 as his base for a spontaneous promo tour through the city.
Throughout the week, Ishod dropped in to visit friends, hit some of London’s most skated spots, and made a stop at the city’s most important skate shop — inviting the community to join him via word of mouth for a low-key skate and pool session. In true SB spirit, a few exclusive special boxes of the new colorway were hidden in the trunk — a subtle seeding moment and early-access reward for the local scene.
Services
Creative Direction, Branding, Production
Photography
James Griffiths
Video
Will Miles
Year
2025
Wair Max Silver Bullet
Nike SB
For the launch of the Nike SB Wair Max Silver Bullet colorway, we created a multi-day city experience bringing together athlete Ishod Wair, the London skate community, and retail partner Slam City Skates.
The shoe design pays homage to the iconic Air Max 95 Silver Bullet — originally inspired by Japanese bullet trains and aluminum mountain bikes — a silhouette deeply rooted in London’s subcultural landscape. To celebrate this connection, we equipped Ishod with a ride that matched his style: a timeless BMW E30 as his base for a spontaneous promo tour through the city.
Throughout the week, Ishod dropped in to visit friends, hit some of London’s most skated spots, and made a stop at the city’s most important skate shop — inviting the community to join him via word of mouth for a low-key skate and pool session. In true SB spirit, a few exclusive special boxes of the new colorway were hidden in the trunk — a subtle seeding moment and early-access reward for the local scene.
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