Air Max Day 2016
Nike GC
Rosie Lee CreativeClient:
Nike China
Team:
Mark Boyce
Joseph Ng
James Nelson
Digby Reed
Joe Maloney
In Hong Kong, we brought this vision to life with an immersive exhibition at the city’s Fringe Club. We flipped the design inside out, featuring exposed pipes, funnels, and bright primary colours that paid homage to the ‘Visible Air’ concept. Every design element reflected the heritage of Air Max, creating a vibrant, industrial aesthetic.
Once inside, visitors were treated to a Willy-Wonka-style behind-the-scenes look at Nike’s Innovation Kitchen, giving them a rare glimpse into the world where Air Max magic happens.
We also pushed the tech boundaries with an elevated NIKEiD experience. Using innovative technologies, we allowed consumers to 3D projection map their customised designs onto a physical product, taking personalisation to a whole new level.
To build anticipation for Air Max Con, we rolled out print executions and digital billboards that connected seamlessly with Nike’s global Air Max Day campaign, teasing the highly anticipated H-T-M product releases.
The exhibition was a massive success, with our rooftop design becoming one of the most iconic moments of Air Max Day globally. The event attracted tons of press coverage, with notable visitors like Nike CEO Mark Parker and Japanese icon Hiroshi Fujiwara.