A hero Rosie Lee image
Hong Kong

Nike China

Air Max Day 2016

Expanding the creative expression of the iconic Air Max sneaker.

In collaboration with Nike China Brand Design, we worked across multiple aspects of Nike’s largest ever international celebration of the iconic Air Max sneaker. Developing concepts that would take sneaker lovers on a unique and immersive journey through the evolution of Air Max.

A hero Rosie Lee image
A hero Rosie Lee image

In Hong Kong we created an immersive exhibition at the city’s Fringe Club. An inside out design aesthetic with pipes, funnels and exposed structures in bright primary colours all relating to the heritage of Air Max and the ‘Visible Air’ concept.

A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image

Inside, consumers were given a Willy-Wonka-style behind the scenes glimpse of Nike’s Innovation Kitchen.


A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image

We utilised innovative technologies to create an elevated NIKEiD experience, where consumers could 3D projection map their customised designs onto a physical product.

A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image

Print executions and digital billboard installations built anticipation towards the Air Max Con, connecting with Nike’s global Air Max Day campaign, teasing their H-T-M product releases.


A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image

AMD branded vans promoted a city wide sneaker hunt competition educating consumers on Visible Air and heritage of Air Max, driving consumers into stores across Shanghai to collect a set of limited edition Air Max pin badges.


A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image

We designed a full takeover of Nike’s Shanghai flagship store across all four floors, including moving kinetic windows showcasing each H-T-M release, a NIKEiD studio and interactive voting experience where consumers could bring back their favourite Air Max model.


A hero Rosie Lee image

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.