Nike launches multi-faceted campaign for Air Max Day

By

Kate Dingwall

Published
Mar 28, 2017

In celebration of Nike’s annual Air Max Day, the sportswear giant has launched a series of events and activations around the world, including concerts, new product releases, and art installations.

For the past three years on March 26th, Nike has celebrated the anniversary of the Air Max sneaker, with this year marking the 30th anniversary of the iconic sneaker. In honor of shoe and its illustrious history, Nike has launched several celebrations across the globe, ranging from interactive art exhibits to concerts and parties.

In North America, Nike has opened a series of pop-up spaces, aptly dubbed “Sneakeasy”, located in Toronto, New York, Chicago, and Los Angeles. The spaces act as a retail space, art installation, and a retrospective of the Air Max history. Visitors gained access to the Sneakeasy a number of ways – in Toronto, golden tickets were handed out on Nike’s traveling retail space, the Air Max Bus. The Air Max Bus was driving around the city all March, acting as a moving museum of all things Air Max.

The Los Angeles location boasted a Nike iD customization printing press, as well as a surprise Travis Scott concert. All Sneakeasy locations offered DIY customization options via the Nike iD technology.

Nordstrom shops celebrated via the Nordstrom x Nike shop-in-shops thanks to the help of pop-up art exhibits curated by a selection of influencers.

As part of the celebrations, Nike has also relaunched the original Air Max 1, along with several other exclusive sneakers, including a collaborative sneaker project with Riccardo Tisci, Marc Newson, and Arthur Huang.