3.26 is Air Max Day, a global celebration for sneaker lovers to rally together and celebrate their favourite iconic Air Max sneakers. It also marks 10 years since our first AMD project, and our initial expansion into China.

The Nike AMD pop-up space was created as a fully immersive Air Max experience at Design Shanghai. For the centrepiece, we created an oversized, steel framed Nike sneaker box with transparent walls featuring rows of air bubbles which exhibited rare examples of Air Max sneakers.

We also incorporated an Air Max interactive experience into the space, featuring the drawings of the incredibly talented Yué Wu.

To spread the campaign message further we launched Mobile Air Max, designing a fleet of vans that reflected the colourway of Air Max sneakers.

This is one of our projects that continues to get referenced, time and time again, and Air Max Day will always be a key part of Rosie Lee history.