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For the 30th anniversary of Nike Air, they wanted a campaign promoting the new “Air Attack” line of shoes. I wrote about 100 headlines, the best few of which are here:

Strategy 1: Performance

Not walking on air. Sprinting on it.
Train like a beast. Feel like a human.
Taking the hurt out of landing since 1979.
The ride that changed running, at nike.com.
Say hello again to the sole that changed the world.

Strategy 2: Performance + Style

Goes perfectly with sweat, asphalt, and wind sprints.
Collect it? Wear it? Collect it? Wear it?
Ballers, meet b-boys.
Look great fast.

In the end the client ended up going with the brand line. C’est le advertising. Role: copywriter.

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