story

"We carry this concept and this value of family, not only in everyday life, but also beyond death. And for us, it is important to continue remembering these people".

"Hello, good afternoon, I'm Carlos Hernández. I'm currently the Director of Merchandising for the Women's team and Lead of Local Stories at Nike Mexico". "I am Frank. I work for Lust on the Marketing team".

"Today we get to be the first to present to you the Air Max 1, which is inspired by the Day of the Dead. We have this idea that this day is for parties. I don't necessarily think it's a bad idea, but it's not right. "

"And the older you get, you realise that it is actually about honouring those who have passed and the people you don't want to forget".

"Yes, it is impressive to see people flooding the streets, to have that experience in the cemeteries, to really live the tradition—it's an energy that is sometimes indescribable".

"What inspired you for this collection? We used elements from both pre-Hispanic and contemporary celebrations, which, although they have different meanings, come together to tell the same story.

"So, the elements we chose are: the marigold—which is undoubtedly one of the most iconic symbols—candles, Pan de Muerto, water and salt".

"It is important that the process was led by people from Mexico. This opportunity to use the platform that is Nike's product to tell stories from Mexico and take them around the world is extremely important".

"Take Mexico to the world. I love that we have convictions beyond just selling to people".

"Through this, we want to 100% pay homage, to be able to elevate the value of our traditions, of our culture, of what we are as Mexicans and not simply relate it to a commercial issue".

"Does the collection have a clear message that we want to take beyond Mexico?"

"For us it is extremely important to think about Mexicans. What is the message we want them to take away?"

"Understand that this moment is a moment to remember, to celebrate the lives of people who are no longer here, but also to celebrate the lives of people who are here. Appreciate those around us".

"Beyond that, what is the message that we want people outside of Mexico to take away? Day of the Dead is a profound moment, it is a moment of celebration, a moment in which we pay respect and tribute to those who are no longer with us".

"But the most important thing is to understand that the Day of the Dead is not a party. The truth is that it is a pretty big responsibility to do things right. Well, again, my name is Carlos Hernández, I'm the Director of Merchandising at Nike Mexico".

"I'm Frank of Lust from the Marketing team. And we are here at Behind the Design of the Air Max 1. Inspired by the Day of the Dead".

Behind the Design: Air Max 1 'Somos Familia'