Use Nike Air Max Day 2022 to redefine the iconic style for a new generation of fans.
As you’re probably aware, Air Max Day happens every year, and every year a dwindling group of late 30-somethings get pretty excited by it. Rather than catering to already-loyal sneakerheads, Nike wanted to use Air Max Day 2022 as an opportunity to engage a younger audience by zeroing in on the style’s philosophy of creativity and big-dreaming.
Using the hook “Air + Vibration + You = Music”, we created a custom-built sound booth in which visitors could mix their own dance track. These tracks were then crafted into unique ‘sonic stamps’ – a graphic that was printed onto one-off Nike Swag.
Air + Vibration + You = Music
Lose yourself in the moment. Say, “F*** it, let’s see what happens”. Channel your inner desire to play. Stop caring about what anyone else thinks.
Fully embracing joyful impulsiveness – that’s Positive Recklessness HATTER-style. It’s about creating spaces where boundaries can be pushed, limits can be tested, and worries can be forgotten. It’s about finding moments of magic in the everyday and building experiences that can change lives.
