We worked with Nike to celebrate 30 years of Air and the release of the new Vapormax shoe. This was the largest Air Max Day celebration in the United States.
creative direction experiential strategy + positioning
Strategy + Positioning
From conceptualizing the overall creative to procuring several different branded moments, we worked closely with Nike over 2 months to develop a comprehensive strategy. All of the ideas culminated with a week long activation (experiential/events, OOH, digital/interactive, influencer and more).
We created Air La Brea - a destination for culture and performance in celebration of AMD 2017.
The SneakEasy was our hub. Within the space guests visually experienced the history of the Air Max shoe via branded pods, an LED cube installation and more. Visitors were invited to try on the new Vapormax shoe and take it for a run on an interactive LED track.
The grande finale was of course Travis Scott's flaming performance and a complete shut down of the street for Air La Brea.