Nike Air Max Pulse | The Pulse of London

Make way for the Nike Air Max Pulse. The legacy of the Nike Air Max is undeniable, repping the heart of London youth culture since its debut in 1987. Running through the veins of London’s underground music scene and urban fashion heritage, Nike comes correct with a brand new model, the Nike Air Max Pulse. Championing a new era of contemporary talent and innovation, The Pulse of London is Nike’s latest creative endeavour spotlighting 10 of London’s own – dominating the fashion and music scene in and amongst the city. 

Gaining inspiration from the DNA that forms London’s dynamic subculture, the series offers insight into each innovator’s creative perspective whilst exploring the local areas that have provided endless inspiration for these talents. Creating a visual interpretation of the Nike Air Max Pulse through incorporating their unique identities and local influences, The Pulse of London is truly represented within this progressive campaign.

Ranging from the bustling streets of Hackney to the unapologetic steeze of Brixton, we see the Air Max pulse in an organic light through the lens of each creator (shot by photographer Lucero). Elephant & Castle presents the likes of Louis Holgrove, an avid clothing connoisseur accumulating the best streetwear and designer pieces. Remaining in the Southern quarter of the city, the spotlight turns to TJ Sawyerr, a creative director and photographer based in Clapham/Brixton. In high demand due to an authentic eye and long list of creative endeavours, Sawyerr draws inspiration from the various communities that he’s encountered.

If we’re talking about trailblazers within the sustainable fashion industry, it goes without saying that Maddie Sellers gets an honourable mention. Her business, Senja by Maddie, was created as a direct result of the industry’s need for slow fashion, whereby each piece is carefully crafted from local charity shop finds. Continuing on the fashion wave, The Pulse of London wouldn’t beat without homegrown creatives like Nasreen, learning how to sew at her local community centre in West Hempstead. Nasreen has since become a popular content creator, showcasing her sleek style to the next generation of streetwear enthusiasts. 

South London has never been short of talented creatives, and the likes of Krystal and Klaudia Forr are no exception. Recognised for her unforgettable persona and ‘fits, presenter and creator Krystal has made a dynamic imprint in the world of content creating. Sharing a similarly bold and confident persona, content creator Klaudia Forr has been killing the game with a variety of material ranging from comedy skits, to fashion inspo, to social commentary. 

Within the music sector of the series, Nike presents none other than the West Norwood DJ, Lil Cortado (aka Lil C). Regularly filling the dancefloor with the best of bashment and R&B, Lil C is no stranger to turning up the city with a plethora of exciting mixes. Also making noise in the streets in London is content and style curator, D’Niecco Mitchell. Repping West London with a unique sense of style within his largely thrifted wardrobe, D’Niecco has accumulated a cult following of fashion fanatics on the internet and streets alike. 

West London designer Jojo Vandalkidd stays elevating the fashion game through innovative movements that keep her posted at the front of trends and fads. With an instagram tagline like ‘Your influencer’s influencer’, it goes without saying that Jojo’s work as a designer and industry blogger has conjured up a significant impact on London’s fashion culture. Over in Hackney, tooth gem artist and stylist Harley Jennifer has created her own community within the launch of her studio ‘Yuzu Space’. The safe space has welcomed in many of the city’s own, elevating looks via manicures, tattoos and of course, tooth gems. 

 The Air Max Pulse is available now in colourways Summit White, Cobblestone and Black & White via the banner below… 

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