This August, Foot Locker and Nike Sportswear celebrate uniqueness and throw out convention with the launch of a new multi-platform campaign entitled ‘I Am The Rules’. Marking the latest incarnation of the iconic Nike Air Max 90 shoe, the campaign gives a platform to new voices; introducing some of the most exciting, independent thinking and groundbreaking global talent from the worlds of football, sport, music and fashion.

At its very core, ‘I Am The Rules’ is about those who lead from the front and blaze their own trail. A celebration of innovators, of those who listen to their own voice and make their own rules, the 60 second film stars some of football’s brightest talent who embrace this independent– Arsenal’s Andrey Arshavin and Marouane Chamakh, and Roma’s Stefano Chuka Okaka.

Both Arshavin and Chamakh have gone against the grain by carving out parallel careers in fashion design and sport commentating respectively, while Okaka has become an emblem and trailblazer for cultural diversity in Italian football – and during the 60 second film, viewers will be engaged in each player’s story.

The short film is directed by Berlin-based British duo Alex & Liane – who have previously created videos La Roux, Cheryl Cole and Bloc Party – and their background in performance art is echoed in the dramatic representations of each protagonist’s story. The dramatic instrumental that accompanies the short film is by German musician Peter Fox and is named ‘Alles Neu’ translated as ‘All Is New’.