They Keep You Alive

The idea behind this visual was inspired by the name and the trainers. The concept was to show the trainers in the shape of a pair of lungs to symbolise the breathing of oxygen, as the essence of the trainer was it's lightness. The end line, They Keep You Alive, plays on the notion that the trainers are vital to you, as air is to your lungs, therefore keeping you alive in all sense of the word.


The Air Max Lite was initially released in 1989, 2 years after the Air max 1 (AKA Air Max 87). It’s the perfect combination of the Air Max One and Air Max 90 and a sneaker that has never been released in the U.S.It’s the first time the shoe has been re-released and is set to be as popular as both the Max 1 and Max 90.


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August 2012