We elevated the consumer’s local cities, their stories and their designs, capturing their process from imagination to reality. We released 17 films across participating global cities to invest their local city communities into their designs. We then launched a voting platform to let their cities and the world at large, decide each city’s new Air Max shoe, to release a year later.
How do we change the model of Air Max Day from spectatorship to participation?
We put the consumer at the center – building an experience where they were given the keys to design the future of Air Max. We brought influencers and athletes into their design process to inspire them, amplify their creations and flesh out their stories.
Entertainment Marketing insights
-Scripts and Treatments
Nike Design Team
Directors: Ivan Landau / Austin Rhodes
Soundtracking: Never Home Music
Composer: Forest Pond