Case Study

Nike Air Max Day 2019

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To honor the debut of the iconic Air Max shoe and to celebrate those who dare to imagine a better tomorrow, Nike wanted to bring a Department of the Unimaginable to life in NYC – through three immersive activations designed to honor this historic achievement.

We partnered up to put air front and center, creating a high-tech laboratory located in the Nike Soho store, where guests could get scientific and put Air Maxes to the test. Capturing air, consumers were able to get hands-on through workshops, see experiments in action, chill out in the lounge, and stock up on premium shoes and apparel. We packaged this experience, built it for mobile then sent it out in the field, enabling Nike to reach a much wider audience. Our tricked-out mobile bus worked its way through the outer boroughs with streetwear fans queueing up for miles. It was a futuristic mobile Air Max laboratory on wheels that included a fitting station, sci-fi product displays, and Air Max experiments.

Nike Air Max Day festivities concluded with an epic celebration at Brooklyn Steel which encapsulated air through its bold design and provided the ultimate hangout for influencers and sneakerheads. A surprise appearance by rapper Rich the Kid had audiences going wild, and DJs DeDe, Quiana, and Metro Boomin’ helped keep sneaker culture front and center through stellar setlists.

These premium consumer activations helped Nike forge new relationships, fueling social channels, and driving brand loyalty through covetable experiences that had people lining up for entry.

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