Surrounded by the sounds of our community, we immerse ourselves in the surreal vision and energy embodied by the new Dynamic Air unit.

A multifaceted collaboration where Nike partnered with LuisaViaRoma, one of Italy's most renowned high-end fashion retailers, and GWSU, an eclectic young Milanese collective. We scouted GWSU for another occasion, and they have since established a loyal relationship with Nike, acting as a catalyst for the brand. Within this complex network of partners, Circular played a crucial role in coordinating the entire project, enhancing each component involved.

“Dreamy Noisy” is just one touchpoint in a broader strategic creative journey called "Feel the Unreal," that corresponds to the communication plan for 2024 of Nike Air Max. This specific project aimed to position the sportswear icon Nike DN within a luxury context, creating a language that resonates with both audiences. Circular's contribution? Producing a dedicated event integrated into a social campaign.

This approach allowed us to exploit GWSU's familiar features - music, the digital realm, and dance/nightlife environments - into the Nike AM DN. As a result, we created this visual showcase of surreal episodes and expressive narratives where all these elements culminated in an frenetic party with a contagious beat that resonated across all the communities and brands involved.

This dynamic re-imagination of the Nike DN impacted both LVR and GWSU in their everyday activities, challenging them to elevate their styling and communication. Merging numerous expressive perspectives into a common vision was challenging but, we’re thrilled with the final result.