Air Max Day 2015
Nike GC
Rosie Lee CreativeClient:
Nike China
Team:
Mark Boyce
Joseph Ng
James Nelson
Digby Reed
Joe Maloney
Air Max Day is all about sneakerheads coming together to celebrate the iconic Air Max line. Nike brought us in to lead the charge in Shanghai, and the goal was to take people on a deep dive into Air Max history, using interactive and innovative experiences to do it.
The retail takeover was huge. We transformed the store into a full-on journey through decades of Air Max. Highlights included a digital countdown to Air Max Day, a massive sneaker wall, a genealogy hub mapping out the line’s history, foot selfie stations, video walls, and a deconstructed giant Air Max Zero that pulled people in. Every corner had something that brought the Air Max legacy to life.
Then there was the pop-up at Design Shanghai. We built this fully immersive experience with an oversized, steel-framed Nike sneaker box at its core. The transparent walls were lined with rows of air bubbles showcasing rare Air Max models—turning innovation into art.
To spread the word even further, we rolled out Mobile Air Max. Two vans, decked out in classic Air Max colourways, drove around Shanghai, giving people a chance to engage with the brand, pre-order sneakers via iPad, and win competitions. It was all about taking the Air Max story to the streets.
This wasn’t just a celebration—it was a game-changer. We took retail experiences to a new level, blending design, tech, and culture into something that’s still talked about today. It set the tone for how we approach immersive brand activations and connected with sneaker culture in a way that felt fresh and unforgettable.