Flohio for Nike Air Max 90
Since its debut Air Max has found audiences of loyalists around the world, but maybe no group more fiercely loyal than UK Hip-Hop and Grime. Air Max became the fashion staple of this growing scene earning the nickname “110s” for their $110 price tag. For this new generation of UK talent their devotion to Air Max is still unshakable. I worked with the Nike EMEA team to the story of Flohio, a rising star with working-class roots determined to do it herself.
Art Direction: Peter Gjovik
Photography/Videography: Will Robson-Scott
Production: SOMESUCH UK