Engage the next generation of sneakerheads in L.A. by exploring the science behind Air Max tech.
We created ‘The Department of the Unimaginable’: an Air Lab where kids could fully immerse themselves in the airbag technology that makes Nike Air Max sneakers so iconic.
As Air Recruits, the kids-turned-scientists were officially ‘decontaminated’ before receiving their lab passes and entering the Briefing Zone. There, they could watch as robot-arms sorted different variations of Air bubbles being passed along a conveyor-belt system, while a realistic control panel kept the ‘bubble machine’ in check – a machine fed by numerous different sources of Air.
After a successful briefing, the Air Recruits then took part in some hands-on chemistry and physics experiments which explored the qualities of Air (hosted by our specially-trained Air Scientists). To complete their training, recruits then designed their own Air Max sneaker-poster that they could take home, along with an exclusive lab patch.
After a successful briefing, the Air Recruits then took part in some hands-on chemistry and physics experiments.
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.