NIKE AIR MAX DAY
An annual celebration where collectors, creators, and enthusiasts come together to celebrate the iconic shoe that has been around since 1987.
This anticipated cultural event introduces sneakerheads to the latest Air Max collaborations and drops.
THE OBJECTIVE
We were tasked to promote Nike Air Max latest launch through LINE, the main communication platform of Thai sneakerheads.
- Create a fresh way to build hype for Nike Air Max Day
- Experience Nike's latest and limited edition Nike Air Max kicks
NIKE AIR STUDIO HUB
Sneakerheads could evolve into the future through Nike Air Studio Hub, for the latest on Nike Air Max, invites to exclusive events, access to the virtual queue, and inspirational Nike Pionairs stories in the hub for everything Air Max.
NIKE AIR AVATAR
Created in collaboration with Warhead, an artist from Thailand. By completing activities at the store,
their Avatars would receive cool looks and gear.
THE VIRTUAL QUEUE
A countdown began 24 hours before the Digital Queue started. Sneaker lovers could join by:
- Customizing their Nike Air Avatar with a special background
- Sharing the image on Instagram with special hashtags
REWARDS & REDEMPTION
Those with the most accumulated looks unlocked could redeem:
- One-of-a-kind Nike Air Max Day merch
- Exclusive slots to workshops
- Access to The Bangkok Department: Presented by Nike On Air
THE RESULT
Nike Air Avatar went big and got bigger results.
NIKE.COM PAGE VIEWS
OVER 16 MILLION
AVATARS CREATED
OVER
12,000
NIKE.COM PAGE VISITS
OVER 1.9 MILLION
UNIQUE VISITORS
961,353