Throughout the month of March, Nike released a combination of retro and new shoe styles to celebrate the 30th anniversary of its original Air Max shoe. The celebration culminated with the fourth annual Air Max Day on March 26, which was preceded by a week of Nike "Sneakeasy" events—limited invite and R.S.V.P.-only consumer pop-ups that featured Nike-inspired artwork and interactive experiences—which took place in New York, Los Angeles, Chicago, and Toronto.
Meant to provide a look into the past, present, and future of the Air Max shoe, the events—for which Nike declined to identify the design and production vendors—offered consumers a variety of experiences depending on the location. While each Sneakeasy revolved around the same concept, each pop-up offered its own design and slightly different activities and displays for consumers. Experiences included curated art exhibits, surprise music performances, evening events hosted by local influencers, interactive Air Max genealogy displays, and the chance try out and purchase the brand's newest limited-edition designs that launched on Air Max Day: the Nike Air VaporMax and the Nike Air Max 1 Flyknit.
"Each location celebrated a mix of Air Max retros, remixes, and innovations that were released throughout the month of March," said Matthew Kneller, communications director for Nike North America, who noted that this was the first time the brand hosted the speakeasy-inspired pop-ups for Air Max Day. "Sneakeasys across the country also featured a unique look at the brand-new Nike Air VaporMax. Each location gave consumers access to either purchase or customize their very own Nike Air VaporMax through NikeiD [our customizable design feature]."
Kneller also noted that the brand “is always striving to inspire and curate experiences for our consumers in unique ways.” Here's a look at the different ways Nike activations engaged consumers in four cities.
New York's Sneakeasy came to 45 Grand Street from March 20 to 26. The activation showcased the new Air VaporMax shoe with a futuristic mirror backdrop.
The branded space featured Nike-inspired catchphrases as signage, along with shoes displayed on branded air tanks.
The Toronto Sneakeasy took place at a surprise location on March 25. Guests who won a golden ticket from Nike's branded Air Max Bus were instructed to show up to an unoccupied warehouse in Chinatown. Director X curated the experience, which featured interactive displays by six local artists inspired by Air Max silhouettes and milestones from the past 30 years.
Artist Anna Bediones' installation, which was inspired by the Air Max 90 style, featured upside-down shoe portraits and benches.
An homage to the Air Max 95, the installation by artist Avi Gold was inspired by 1995 sneaker shops.
Inspired by the first Air Max shoe from 1987, the installation by Bryan Espiritu was a play on President Ronald Reagan's "Tear down this wall" quote from his Berlin Wall speech that year.
The Los Angeles activation took place March 25 to 26 at a surprise location on La Brea Avenue. A giant screen showcased the new VaporMax shoes.
Installations at the Los Angeles pop-up were meant to celebrate air.
The Chicago Sneakeasy took place March 25 at a former distillery factory. Decor included a ceiling installation that featured shoes in transparent boxes.
Additional decor included a wall projection of the bottom of a Nike shoe.
Local artists Junkyard, Merlot, and Lefty Out There designed installations inspired by the theme of air.
