Air Max Graffiti Stores
The Air Max has always been a pivotal part of street culture. So, to launch the new models in Brazil, AKQA São Paulo put them on the feet of those who most represent the streets: the graffiti characters of São Paulo. It invited artists to update their own existing characters with the new sneakers - and the only way to get them on a limited pre-sale was to visit the artwork, access Nike.com and unlock the purchase through geolocation. The Air Max Graffiti Stores transformed the city walls into Nike Stores, turning the brand’s e-commerce into a cultural experience.
- ExperientialOut-of-Home
- DirectDirect Response/Ambient
- DigitalCohesive Use of Physical & Digital
- MediaUse of Press & Outdoor
- DigitalCreative e-Commerce
Country
- Brazil
Client
- Gustavo Viana
- Daniel Paz
- Nike
- Camila Maranezzi
- José Diogo Rodrigues
- Rosana Fortes
- Filipe Mascaretti
Production Company
- Zohar Cinema
Sound Production
- Hefty
Executive Creative Director
- Hugo Veiga
- Diego Machado
Group Creative Director
- Renato Zandoná
Associate Creative Director
- Pedro Araujo
Art Director
- Christiano Vellutini
Copywriter
- Guilherme Pinheiro
- Pedro Araujo
Creative Technologist
- Renato Jun Okida
Designer
- Saulo Monjon
- Christiano Vellutini
Account Director
- Aline Garcia
Account Manager
- Murilo Candelot
Strategist
- Renato Migrone
Strategy Director
- Luiza Baffa
Producer
- Maya Montenegro
Product Manager
- Ricardo Franco
Project Manager
- Juliana Dantas
Project Director
- Paula Santana
Motion Designer
- Guilherme Romeiro
- Allan Langer
Advertising Agency
- AKQA São Paulo
Design Agency
- AKQA São Paulo
The Air Max has always been a pivotal part of street culture. So, to launch the new models in Brazil, AKQA São Paulo put them on the feet of those who most represent the streets: the graffiti characters of São Paulo. It invited artists to update their own existing characters with the new sneakers - and the only way to get them on a limited pre-sale was to visit the artwork, access Nike.com and unlock the purchase through geolocation. The Air Max Graffiti Stores transformed the city walls into Nike Stores, turning the brand’s e-commerce into a cultural experience.