# Rapper-Fronted Sneaker Editorials Foot Locker's latest 'Discover Your Air' Taps into Playboi Carti By Kalin Ned | Published 2018-09-12 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/discover-your-air References: [highsnobiety](https://www.highsnobiety.com/p/nike-frequency-air-max-pack-release-date-price/) & [footlocker](https://www.footlocker.com/?siteID=TnL5HPStwNw-4uSmdO2HPMwphzDW_a_rUQ&SID=8259&cm_mmc=Rakuten-_-Deeplink-_-Text-_-footlocker&ranMID=3071&ranEAID=2116208&ranSiteID=TnL5HPStwNw-4uSmdO2HPMwphzDW_a_rUQ) The latest 'Discover Your Air' campaign by footwear retailer Foot Locker boasts three iconic [Nike](https://www.trendhunter.com/trends/concrete-boys-air-force-1) silhouettes — the Frequency Air Max Plus, the Frequency Air Max 97, and the Frequency Air Max 95. The sporty sneaker pack adequately presents a stylish dichotomy between black and white, making for a sleek design that is also vibrant and attention-grabbing. For the new 'Discover Your Air' campaign, Foot Locker taps into [American rapper Playboi Carti](https://www.trendhunter.com/trends/playboi-carti-supreme). The marketing materials include a collection of images with the celebrity and the product, as well as a short video, in which the musician discovers a time capsule in his recording booth. Once opened, the box reveals its contents — "’90s swag and the latest Nike Frequency Air Max Plus." ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 80% | Activity: 49% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Celebrity-endorsed Sneaker Campaigns:** Brands can collaborate with popular artists to create sneaker campaigns that will appeal to younger generations. - **Retro-inspired Footwear Designs:** Sneaker brands can create stylish footwear that is both classic and contemporary by introducing retro elements in their designs. - **Interactive Marketing Materials:** Brands can create engaging marketing materials, such as interactive videos, to showcase their products and reach a wider audience. ### Industries Being Reshaped - **Footwear:** Sneaker brands can capitalize on collaborations with celebrities to boost their sales and brand recognition. - **Fashion and Apparel:** Fashion brands can incorporate retro elements in their designs to create stylish apparel that appeals to consumers who value nostalgia and vintage aesthetics. - **Marketing and Advertising:** Marketing agencies can embrace interactive marketing materials to help their clients create more compelling and dynamic campaigns that resonate with consumers. ## Related on Trend Hunter - [Rapper-Collaborative Textural Sneakers](https://www.trendhunter.com/trends/concrete-boys-air-force-1.md) - [Dynamic Collaborative Streetwear](https://www.trendhunter.com/trends/loverboy-nike-air-force-1-low.md) - [Rapper-Collab Juxtaposing Dynamic Sneakers](https://www.trendhunter.com/trends/something-for-thee-hotties.md) - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Iconic Sneaker Anniversaries](https://www.trendhunter.com/trends/nike-air-max-day-1.md) - [Footwear-Centric Interactive Campaigns](https://www.trendhunter.com/trends/trailgrip-momint.md) - [Gaming Style Capsules](https://www.trendhunter.com/trends/nike-x-martine-rose-campaign.md) - [Sneaker-Inspired Dynamic Apparel](https://www.trendhunter.com/trends/one-block-down-2.md) - [Artist-Backed Breakdancing Sneaker](https://www.trendhunter.com/trends/jam-sneaker.md)