Throughout March, Nike released a combination of retro and new shoe styles to celebrate the 30th anniversary of its original Air Max shoe. The celebration culminated with the fourth annual Air Max Day on March 26, which was preceded by a week of Nike “Sneakeasy” events – limited invitations and RSVP-only consumer pop-ups that featured artwork and experiences. Nike-inspired interactives – which took place in New York, Los Angeles, Chicago and Toronto.
Intended to provide insight into the past, present and future of the Air Max shoe, the events – for which Nike declined to identify design and production suppliers – offered consumers a variety of experiences in depending on location. While each Sneakeasy revolved around the same concept, each pop-up offered its own design and slightly different activities and displays for consumers. Experiences included curated art exhibits, surprise musical performances, parties hosted by local influencers, interactive Air Max genealogy exhibits, and the chance to try on and buy the brand’s latest limited-edition models launched. Air Max day: the Nike Air VaporMax and the Nike Air Max 1 Flyknit.
“Each location celebrated a mix of Air Max retros, remixes and innovations that were released throughout March,” said Nike North America communications director Matthew Kneller, who noted that it was the first time the brand hosted speakeasy-inspired pop-ups for Air Max Day. “Sneakeasys across the country also showcased a unique look at the all-new Nike Air VaporMax. Each location allowed consumers to purchase or customize their own Nike Air VaporMax through NikeiD. [our customizable design feature].”
Kneller also noted that the brand “always strives to inspire and curate experiences for our consumers in unique ways.” Here’s a look at the different ways Nike activations engaged consumers in four cities.