Nike SW

Air Max Day

Event
Mexico City
2016
Creativity, Marketing
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Context

Celebrating an icon of urban culture

Air Max Day is celebrated worldwide on March 26 to commemorate one of the most famous sneaker models in history: the first in the world to successfully encapsulate air in the sole, making the invisible visible.

Objective

To join the great global celebration commemorating another anniversary of the Air Max—a benchmark of urban culture—and to create something that lives up to what the Air Max symbolizes, alongside what Mexico City represents as a capital of art, innovation, and creativity.

Challenge

How do you celebrate a pop icon of the last 27 years? Like this: in a way that continues to reflect the innovation it represents in fashion and culture.
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The Idea

We decided to celebrate the Air Max anniversary in a place that reflected its entire essence. The location came naturally: we decided to partner with CENTRO, a university centered on creativity and filled with students driven by momentum and a desire to create.

CENTRO would be the venue for the celebration and every activity commemorating the model that revolutionized athletic footwear.

Air Max Day

Thousands of sneaker lovers around the world joined the celebration.

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Results

+1,000 attendees

More than 1,035 people attended to close out Air Max Week, celebrating with a large exclusive party at CENTRO on the night of March 26.

+100,000 unique impressions

Thanks to the media and guest posts, we achieved a total reach of more than 107,551 unique impressions.

Air Max Talks

We held the Air Max Talks featuring leading figures from the music, design, and fashion scenes in Mexico, all inspired by Air Max.

Great digital impact

More than 376,520 social media impressions across both Twitter and Facebook, with a reach extending beyond direct attendees.

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