Air Max Day
CELEBRATING AN ICON OF URBAN CULTURE
March 26 is celebrated worldwide as Air Max Day to commemorate one of the most famous models of sneakers in history. The first in the world to encapsulate air in the sole of your shoe, making the invisible visible.
To join the global celebration to commemorate the anniversary of the AIR MAX , an icon of urban culture . Do something to live up to what AIR MAX represents and representing Mexico City as a capital of art and creativity.
How to honor a pop icon of the last 27 years in a way that reflects the innovation in fashion and culture?
The idea –
We decided to celebrate the birthday of the AIR MAX in a place that reflects the essence of what the brand represents. The place came to us naturally, we decided to partner with CENTRO, a university whose core curriculum is creativity and full of students with momentum and desire to create.
CENTRO would be the place where the celebration would come alive and every one of the activities to commemorate the model that revolutionized the sneakers.
How did we do it? –
We conducted a series of activities at CENTRO to showcase the new 2016 models: Hatfield, Parker and Fujuwara. There was a LAB where you could design your own AIR MAX, a filter with air bubbles to make videos and share them on social media, a mural wall by urban artist SEHER, screening of the documentary “Masters of Air” with the greatest AIR MAX collectors in the world. There was also a giant Shoe Box, a photo spot recreating the stairs of Le Centre Pompidou, a Snkrs Services station where you could get your AIR MAX cleaned and maintained, and to shut down the night, we had Felix Da Housecat on the turntables.
We transformed CENTRO’s facilities into a laboratory of ideas and artwork, centered around AIR MAX for a week. And the night of March 26, it became the headquarters for the party that would top off the weeklong celebration.