Patta By You

Choose your sole adventure

Established in Amsterdam in 2004, Dutch streetwear brand Patta has a long-standing relationship with the Swoosh. They’re no strangers to Air Max collaborations either, having turned in coveted designs for silhouettes like the Air Max 1 and Air Max 90 that go back over a decade. But in the latest collaboration, Nike handed over the keys like never before. The Air Max 90/95 and Air Max 95/90 by Patta are the first of their kind—customizable shoes born from taking Air Max apart and putting it back together.

This was the launch of the very first Nike By You 3D Builder Experience. I was one of a small group responsible for bringing the builder to life and making it a truly robust experience for the consumer.

On the marketing side, my role as a designer was to break down the storytelling behind the interchangeable outsoles in a visual way, design and storyboard our hero motion piece and all the other executions for the story across all deliverables in the Nike ecosystem and social channels.

Art Direction by Meirion Pritchard