Nike: Airmax Goes Bigger with Air

Sportswear brand Nike partnered with a vlogging app and created an interactive immersive space to cement its connection with youth and creativity and launch its Air Max 720 shoe in China.

Campaign details

Brand: Nike AirmaxBrand owner: NikeAgency: Mindshare ChinaCountry: ChinaIndustries: SportswearMedia channels: Events & experiential, Social media, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Nike Air Max has been a symbol of creativity and innovation since its launch in 1987. Its young audience hungers for fresh and bold sneaker styles – propelled by their hunger to be creative amid an educational upbringing that did not promote creative expression. Air Max aimed to unleash their creativity.

Nike partnered with Vue, a leading vlogging app among...

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