Nike Air Max Day launched in 2014, lengthy after the sneaker had develop into a staple of grime and hip-hop scenes from the late ‘80s nicely into the 2000s. Although the early days of those subcultures have come and gone, these actions dwell on in new music scenes world wide. The historic connection between underground music and Air Max stays simple.
For 2023’s Nike Air Max Day on March 26, the model paid tribute to the music scenes that helped catapult it into legendary standing. Teaming with JD Sports activities alongside company accomplice AKQA, Nike created ON.AIR.MAX, a radio present broadcasting dwell from JD Sports activities’ Instances Sq. location.
That includes a day of dwell broadcasts, the present allowed audiences to revisit the vibes of traditional pirate radio whereas remaining rooted within the current by highlighting modern-day artists. Giving a nod to the radio giveaways of days passed by, the promotion provided old-school listener call-ins for prize packs whereas in-store prospects unlocked the JD Sports activities unique launch of the brand new Air Max Pulse.
Revolt and fervour in a sneaker
Up-and-coming artists, together with Kilopatrah Jones, Grabba Ranks, Khalil and Hu Dat, have been featured all through the day. Bel-Air star Jabari Banks additionally made a private look in-store.
“It’s so inspiring to see the brand new era come collectively to rejoice what Air Max really is about—ardour and rebellious creativity—two traits that underground artists embody the perfect,” mentioned Luciana Cani, AKQA govt inventive director, in an announcement.
The Air Max has a particular place in promoting historical past. Its debut advert in 1987 was the primary TV commercial to function a Beatles track. Air Max Day 2023 was accompanied by OOH promotions paying tribute to the Air Max 1 by way of a 3D billboard in Hangzhou, China.
