Go Lighter, Go Longer. Credit where it's due, and in this instance it's most due to the amazing folks at ManvsMachine — the visual creators of this wonderful Air Max '17 Eye Candy of a campaign — and of course, Nike's own creative team. This was literally a last minute call from Nike Europe in need of a Launch Campaign Line. The end result, a line that tied everything together across all media & social platforms — from TV commercial to retail to outdoor to PR releases to eDMs and third party article features. It may only have been four words, but sometimes less is definitely more when the real star needs to be the visuals.