Rosie Lee have launched Air Max Day 2016 throughout Greater China for Nike’s largest ever international celebration of the iconic Air Max sneaker.

We worked across multiple aspects of Nike Sportswear’s annual campaign to develop, conceive and deliver concepts that would take sneaker lovers on a unique and immersive journey through the evolution of Air Max. Highlights included an experiential exhibition space in Hong Kong showcasing a Willy Wonka style glimpse into behind the scenes of Nike, and various retail campaign activities across Greater China.

In finding ways to create immersive storytelling we utilised innovative technologies such as NIKEiD, where live 3D projection mapping onto physical product allowed consumers to customise their perfect shoe. Theatrical shoe displays using moving parts take a playful approach in demonstrating the legacy of Air Max. We produced small detailed pieces too including exclusive laces and lace dubraes giveaways for our retail campaign.

The Air Max Con exhibition was a huge success gaining lots of press coverage with our rooftop design becoming an iconic moment of Air Max day across the world. Visitors included Nike CEO Mark Parker and influential Japanese designer Hiroshi Fujiwara.