Nike’s Air Max is an undisputed icon, entrenched in innovation and known for breaking boundaries since its inception in 1987. More than a shoe, Air Max is a symbol of youth culture, deeply rooted in London’s underground music scene and embedded into the cities uniform.

The Air Max Pulse, Nike’s latest expression of creativity and innovation in the Air Max family, signals a new era of Air for the next generation. To celebrate the future of air and the franchises synonymous link to London subcultures, Nike has created a digital series titled The Pulse of London. The Pulse of Londonenlists 10 of London’s most exciting emerging creatives and innovators who are spearheading the fashion and culture scene in the capital.

Embodying the irreverent spirit of Air Max, the series offers a window into the sole of the city and what it means to be a beating part of the Pulse of London through the lens of designers, artists, and musicians. 

Working with photographer Lucero, each innovator draws inspiration from their local area and the culture within it that has shaped who they are today. Each creator was tasked to create a visual representation of the Air Max Pulse, championing their unique style and local influences to push the legacy of Air Max forward.

Bringing to the forefront the frenetic energy of London, the series celebrates all corners of the capital including the hustling markets of Tooting, thriving creative hubs of Hackney, and the inimitable culture that influences the streets of Brixton.

The Air Max Pulse is available now in colourways: Summit White, Cobblestone and Black & White via: https://www.nike.com/gb/


Louis Holgrove, stylist, consultant and entrepreneur, Elephant and Castle. Louis has built his profile by sourcing the most coveted streetwear pieces and vintage designer wears, becoming a sportswear archivist and one of South London’s most credible voices within its streetwear scene. 

TJ Sawyerr, creative director and photographer, Clapham/ Brixton. One of the most sought-after creatives, TJ is known for his work both behind and in front of the camera. His unique sense of style and creativity has been influenced by the communities he grew up in whether that be his local basketball court, his local Jamaican spot, or his barbers. 

Maddie Sellers, designer and founder of Senja by Maddie, Hornsey. In response to today’s generation’s need for more sustainable fashion, Maddie created her business based on upcycled clothing. Sourcing material from her local charity shops in North London, Maddie has taken the city by storm with her distinctive and coveted pieces. 

Harley Jennifer, stylist and tooth gem artist, Hackney. Based in her East London studio, Yuzu Space, Harley has created her own community by providing a safe space where people can come to level up their looks whether that’s tooth gems, tattoos or bold manicures. 

Krystal, content creator and presenter, Croydon. Known for her bold outfits and even bolder personality, Krystal is paving the way for young London content creators. Sparking conversations across social media, whether that’s interviewing London’s tastemakers or entertaining the generation of now on her web show DUSK2DAWN.

Lil C, DJ, West Norwood. Influenced by her surrounding underground music stations growing up, Lil C is a true product of her environment. Lil C is one of London’s most exciting DJ’s, known for her varied ability to mix any genre from bashment to R&B to Afrobeats, filling up dancefloors across the capital. 

Klaudia Fior, content creator, Tooting. Sharing the same mentality as Tooting’s hustle and bustle, Klaudia is dominating Gen Z’s social feeds with her innovative content varying from wardrobe inspiration, social commentary and comedy skits. 

Nasreen, designer, West Hampstead. Learning how to sew at her local North London community centre, it was here Nasreen found her passion for design and fashion. Since then, Nasreen has flourished into becoming one of London’s most exciting style content creators, influencing the next generation of streetwear lovers. 

Jojo Vandalkidd, designer, Maida Vale. Jojo has become synonymous with being one step ahead of the latest style trends. Growing up surrounding by Maida Vale’s distinctive and elaborate architecture it’s no wonder Jojo has such a keen eye for detail. Documenting the latest movements in the fashion world on her Vandal Way blog as well as being a designer herself, Jojo has established herself as a leading voice in London’s fashion scene.  

D’Nieccio Mitchell, content creator and style curator, Wembley. Spearheading West London style and using his innovative flare to thrift and source pieces not many would have the eye for, D’Nieccio has made a name for himself as a stylistic tastemaker both on the streets of London and across his digital platforms.

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