We put the consumer at the center – building an experience where they were given the keys to design the future of air max. We brought influencers and athletes into their design process to inspire them, amplify their creations and flesh out their stories.
How do we change the model of Air Max day from spectatorship to participation?
We elevated the consumer’s local cities, their stories and their designs, capturing their process from imagination to reality. We released 17 films across participating global cities to invest their local city communities into their designs. We then launched a voting platform to let their cities and the world at large, decide each city’s new Air Max shoe, to release a year later.
The Nike: On Air sneaker design program was a call to arms for six major cities around the world to imagine an Air Max inspired by its community’s unique cultural fingerprint, as designed by the locals who know it best.
Out of thousands of entries from the workshop series, a judging panel that included Nike designers and city ambassadors selected 18 finalists (three from each city). Only six saw their vision undergo the ultimate transformation from a 3D rendering into a real-life shoe.