News, Barcelona

Lace Up for Air Max Day

We’re celebrating with Nike this month for Air Max Day 2019.

The 21st March saw the Nike Factory Store, at La Roca in Barcelona go live with ‘Lace Up’. A unique in-store customisation experience, offered free with every Air Max purchase.

To take part, customers sign up to nike.me/laceup. After purchasing their Air Max they head to the customisation area to sign in and pick up their exclusive gift - a pair of white laces and a letter patch to customise, another in a choice of classic Air colours, a Nike Air patch, and lacing guide. Participants are then offered branded lab coats, masks and goggles and head to the customisation stations.

A variety of coloured dye pens are on hand to colour the patches at the first station and die cut stencils and AirSpray colours enable customers to add a unique twist to their new Air Max laces at the second. The finished creations can then be shared as sneaker selfies - using 3D illusion mats of Nike air bubbles on the store floors - with the #airmax hashtag.