Case Study

Nike Air Max Day 2019

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This year for Air Max Day, Nike wanted to have three unique activations that celebrated the debut of their iconic shoe. The first consumer experience happened at the Nike Soho store in NYC, where Air Max’s were put to the test in a design workshop modeled after a scientific laboratory.

Guests were able to see experiments in action, chill out in the lounge, and stock up on premium shoes and apparel. Additionally, to reach a wider group Nike designed a mobile retail unit that traveled throughout the outer boroughs, bringing a mobile Air Max experience to the people. It included a fitting station, an Air Max laboratory, as well as futuristic product displays of Air Max Experiments. Air Max Day concluded with a celebration took place at Brooklyn Steel providing the ultimate hangout for sneakerheads. Sneaker culture came together for an epic celebration with awesome DJs, and a surprise appearance by rapper Rich the Kid.


  • Premium Consumer Experience at Nike Soho Store
  • Creation of Air Max Laboratory
  • Mobile Air Max Experience
  • Air Max Day Celebration at Brooklyn Steel
  • DJs: DeDe, Quiana, Metro Boomin’
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