the year is 1986.

the very first nike air max have hit the streets. and are a complete failure. that now iconic exposed window of air cracks in cold weather. so the shoes are taken back off the streets. the bubble has literally burst on this big idea. next year the ‘big bubble’ is made smaller. it works. and the rest is sneaker history.

inspired by kintsugi – the Japanese art and philosophy of repairing with gold – we designed an exclusive shoebox which wore its scars with pride.

using another ancient Japanese technique (paper folding) we put the same craft and attention to detail into telling the untold story in full. the covetable ‘cracked’ poster revealed the tale one imperfect, organic unfold at a time.

an ode to the imperfections and missteps of life, and a cherished memento of a shoe that fell through the cracks.