Nike's New Airmax Ad Stars Billie Eilish, Drake and More

Nike just dropped a star-studded spot to celebrate the 10th anniversary of Air Max Day and the release of its brand new Air Max Dn.

The one-minute commercial "Feel the Unreal" showcases a handful of celebrity cameos, including American singer and songwriter Billie Eilish, rapper Drake, track-and-field athlete Sha’Carri Richardson and Manchester City's Erling Haaland. 

Set to the tune of Fatboy Slim's "Praise You," the spot opens at 3:56 p.m. on March 26, just four minutes before the basketball tryouts begin.

It’s time to feel the unreal.

The next generation of Air technology is available now. The Nike Air Max Dn is designed to offer an all-new underfoot sensation that opens up the aperture of what’s possible. pic.twitter.com/M1WuKgEVmg

— Nike (@Nike) March 26, 2024

Max, coming from a deep nap, is woken up by his mother. Realizing he's running late, he quickly puts on his pair of Air Max Dns, which then gives him Flash-like superpower abilities.

The teen catches the attention of Richardson as he zooms through the mall, Eilish as he runs up an apartment wall, Haaland as he walked on water, and Drake as he dashes through the school halls. 

Luckily, Max's efforts paid off, as he arrives just as the bell rings and before the tryouts officially start.

The spot ends with him making a grand entrance at the basketball court and the message, "Feel the Unreal."

Behind the Scenes

"Feel the Unreal" was directed by Petra Collins and made by Nike's in-house team with the help of Paris-based studio Monumental.

The advert was shot using a 16mm film camera over five shooting days, most of which took place in Budapest, Los Angeles and Manchester. 

 

 

 

 

 

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A post shared by Petra Collins (@petrafcollins)

Released last March 26, the spot's launch aligned with the celebration of the sports giant's 10th Nike Air Max Day.

Together with its roll out, Nike also launched several marketing efforts, including a collaboration with YouTuber Enya Umanzor and new shots from Collins' short film. 

Editing by Katherine 'Makkie' Maclang