For years, Air Max Day was exactly that — just a day. Nike needed to inspire a younger generation and reignite a love for one of its largest franchises.
OVERVIEW
Nike Air has always been a platform about and for revolutionaries, and to bring it’s heritage into the future, we put tomorrow’s revolutionaries at the center.
To serve this consumer, we championed co-creation at the highest level. We defined the big idea - putting the kid at the center of the experience through co-creation studios powered by Air - and brought the concept to life around the world.
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ROLE: Creative Director
Agency: INDUSTRY
Production: Bright Black
Select Media
Nike Workshops
Nike News
Basement Approved
Sneaker News
Footwear News
Sole Collector
Highsnobiety
Hypebeast
Hero the Consumer
We know that brands are no longer the consumer’s hero - they are their own heroes and they are ready to reshape the world. To serve this consumer, we championed co-creation at the highest level. The big idea was putting the kid at the center of the experience through cocreation studios powered by Air, and we brought the concept to life around the world.
The journey of imagination turning into reality continued until March 2019.
How it worked
Global workshops in six key locations (NYC, Tokyo, Shanghai, Seoul, London and Paris) gave ~600 consumers the opportunity to create their own Air Max Design. Sessions included Nike experts from all aspects of footwear design to guide the youth.
Finalists were selected by a panel of sneaker experts. For each city, three individuals were selected and short films were created to capture the inspiration behind the design concept.
Consumers around the world voted for their favorite designs and the winner per city got their shoe put into production.
The content and narrative of the whole journey was shared on Instagram and Nike News to engage consumers all around the world for the process, not just Air Max Day.
