COPYWRITINGDepartment of Unimaginable
Air Max Day 2019
Every year on 3.26, sneakerheads everywhere celebrate Air Max Day, a holiday officially launched in 2014 to celebrate the technology in the iconic silhouette, dive into the rich history of the shoe, and give consumers the opportunity to get their own pair of Nikes from the franchise.
As part of the celebration in 2019, a special collection of Air Max pairs were gathered and curated for City Air Los Angeles, for folks to experience Air as defined by LA’s biggest Air Max lovers: a living and breathing exhibit created through the history of their most prized pairs.
I was tapped to bring their stories to life and write blurbs for each pair of shoes, detailing their significance to the owner and to sneaker history.
Air Max 97 ‘Gold’
When June Osorio looks through the air of an Air Max, he sees more than the innovation: he sees the connections he’s made. Born and raised in LA, the social worker wasn’t able to buy his own Air Max sneakers as a kid. When he finally bought his first pair of Air Max 90s, they were a manifestation of everything he had been through and worked for.
For June, the Air Max 97 ‘Gold’ represents more than a shoe: it’s a ticket to his favorite memories. Through these sneakers, he has a piece of his childhood and a connection to people from all walks of life.
