Urban World

Nike Presents 'I Am The Rules' And the New Air Max 90

Prove You Rule! Foot Locker and Nike debut ‘I Am The Rules’ campaign to celebrate the iconic Air Max 90

This August, Foot Locker and Nike Sportswear celebrate uniqueness and throw out convention with the launch of a new multi-platform campaign entitled ‘I Am The Rules’. Marking the latest incarnation of the iconic Nike Air Max 90 shoe, the campaign gives a platform to new voices; introducing some of the most exciting, independent thinking and groundbreaking global talent from the worlds of football, sport, music and fashion.

At its very core, ‘I Am The Rules’ is about those who lead from the front and blaze their own trail. A celebration of innovators, of those who listen to their own voice and make their own rules, the 60 second film stars some of football’s brightest talent who embrace this independent– Arsenal’s Andrey Arshavin and Marouane Chamakh, and Roma’s Stefano Chuka Okaka.  

Both Arshavin and Chamakh have gone against the grain by carving out parallel careers in fashion design and sport commentating respectively, while Okaka has become an emblem and trailblazer for cultural diversity in Italian football – and during the 60 second film, viewers will be engaged in each player’s story.

Andrey Arshavin

As captain of the Russian football team and Arsenal’s star mid-fielder, Andrey Arshavin knows that being a playmaker on the football pitch takes creativity and flair. And what Arshavin brings to the field can quite easily be traced to his unexpected background in - and passion for - fashion. The midfield maestro defies convention, having graduated with a degree in fashion design before launching his own label – making him just as comfortable with the tailors dummy in the film as he is in his sneakers. "When I was 17 I wanted to study - but not at a sports institute. My friends recommended the University of Technology and Design. I spent eight years there, and now I have a diploma in fashion design. I'm not afraid of going against the grain. I've learned to speak my mind. I'm different. But I'm not trying to be eccentric. I always do what my inner voice tells me." 

Stefano Chuka Okaka 

Born to Nigerian parents in Italy, Roma striker and Italian U21 player Stefano Okaka is considered one of the brightest future stars of Italian football, who’s already hit the back of the net in Serie A and the Premier League. Born in 1989, in Umbria, the 20-year old striker has already played first team football for Roma and Fulham. He now has his sights firmly set on the Italian national squad, hoping to become the first black footballer to turn out for the Azzurri. Challenging cultural diversity in his country of birth, Okaka is leading the way for black players in Italy – pushing both himself and others forward in the pursuit of greatness.

Marouane Chamakh

One of Arsenal’s latest signings, Marouane Chamakh was born and raised in France but plays International football for Morocco through his parentage. This cultural diversity and experience undoubtedly gave him the confidence to take a risk by stepping into the commentators box in France – not just in his natural field of football but also in tennis.

Joining the footballing stars of the campaign are a collective of key figures from fashion and music, all embodying the philosophy of ‘I Am The Rules. In fashion, we see model-turned-boxer Ingrid Graziani challenging typical female perceptions, alongside celebrated sneaker customiser Ghettrocentricity, International model Camille Tanoh and renowned sneaker collector Kish Patel. The group is completed by DJ Kayper, who has carved out a career as one of the UK’s leading female DJ’s.

Ingrid Graziani

Fresh from a successful modelling career and being crowned a beauty queen to taking on the boxing scene, Ingrid Graziani dared to be first by using both her femininity and toughness to pave her way into the public consciousness. A true trailblazer, Graziani has both a boxing World Championship and a Miss Ile-de-France title under her belt – challenging traditional perceptions by breaking out on her own path, under her own rules.

Adam Walker aka Ghettrocentricity

Working under the moniker Ghettrocentricity, Adam Walker has carved out a niche within the sneakerhead community for his skill in remixing sneaker designs through customisation and cobbling. A true innovator, his creations fuse inspiration with craftsmanship and an eye for detail, all channelled through his passion for footwear – as showcased by the AM90 headdress created exclusively for the film. A lifelong Nike fan, Adam’s craft and knowledge of working with materials and eye for detail is what makes his work stand out from the crowd.

Camille Tanoh

Blazing his trail on the International catwalks, up-and-coming French model Camille Tanoh has been shot for style titles such as Dazed & Confused, Nylon and Vogue Homme. Most recently he has been prominent at Paris Fashion week representing John Galliano. Following his appearance in the video for the La Roux single ‘I’m not your toy’ his acting career is on the up – with an appearance at the French National Theatre of La Colline in ‘Black Battles with Dogs’. He emanates a quiet cool, and his strong look has the unique ability to straddle both the style and street arenas.

Kish Patel

Taking sneaker enthusiasm beyond reason, Kish Patel’s collection of over 2000 pairs documents the sneaker landscape from the iconic classics through to the latest innovations. His vast knowledge of the scene has made him a leading authority on sneaker heritage, making him perfectly placed to be a part in the latest evolution of the AM90.

DJ Kayper

Taking to the decks aged just 12, Kayper’s skill and determination to listen to her own voice and create her own unique sound has landed her a huge following and her own show on the BBC Asian Network – as well as leading the way for female DJ’s to command respect behind the turntable. Blending classic and current hip-hop, R&B, Reggae, Dancehall, 80’s, Rock and Soul with her expertise in Bhangra and Bollywood – her style is to set trends, not follow them.

The short film is directed by Berlin-based British duo Alex & Liane - who have previously created videos for La Roux, Cheryl Cole and Bloc Party - and their background in performance art is echoed in the dramatic representations of each protagonist’s story. The dramatic instrumental that accompanies the short film is by German musician Peter Fox and is named ‘Alles Neu’ translated as ‘All Is New’.

The re-styled Air Max 90 is blessed with a never-seen-before and unique colour way and like the innovators that shape the short film. Inspired by the original Air Max 1, the Air Max 90 is instantly recognisable as a long-standing favourite with sporting superstars and street-style aficionados. The classic Nike Air cushioning and multi-flexing outsole still occurs but the sneaker has been transformed into a brand new style. This re-vamped version of the Air Max 90 has a statement making colour palette of pink, purple, green, white, black and grey, which is at the very heart of this creative campaign. The exciting new Air Max 90 will bring the wow factor to every sneaker addict’s collection.

‘I Am The Rules’ will launch across Europe on 9th August, and the short film will be supported by a multimedia broadcast and digital campaign. 

The AM90 will hit the shelves on 15th August 2010, priced at £89.99.