PETER GJOVIK
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Flohio for Nike Air Max 90


Feb. 2020
          
    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







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