Nike Air
Max Day
Establishing March 26 as a Global Sneaker Holiday
Nike’s first-ever Air Max Day, transforming March 26 into a worldwide celebration of one of the most iconic sneaker lines. The campaign was designed to establish Air Max Day as an annual event that celebrated consumer self-expression, sneaker culture, and the evolution of Air technology. What started as a product-driven initiative became a movement—cementing Air Max as more than just a sneaker, but a cultural icon.
We began with The History of Air
Implemented a phased social media rollout from March 13 to March 26, featuring deep dives into each Air Max model
Wear Your Air
On March 26, 2014, we asked sneakerheads worldwide to shared their love for Air Max. Their photos and stories became part of the celebration, #WearYourAir as a UGC-driven campaign on social & showcased on a massive digital billboard in NYC.
Retail & Event Activation
Partnered with Undefeated in Los Angeles to create exclusive Air Max installations and limited-edition apparel, we organized live events, sneaker drops, and panel discussions featuring key figures like Tinker Hatfield
Impact & Legacy
Air Max Day became an annual global celebration, uniting sneakerheads, athletes, and creatives in a shared passion for Air Max. The campaign’s success redefined Air Max as more than a sneaker—it became a cultural movement. With overwhelming social engagement and retail demand, the activation cemented March 26 as a permanent fixture in sneaker culture, proving that innovation and storytelling could transform a product into a worldwide phenomenon.
