Nike - Air Max Day
2023 / Belgrade, Dubai
Building brand relevance to a new audience
ASK
Bring the spirit of Air Max Day to life through uniquely local, youth-driven experiences in Belgrade and Dubai.
ANSWER
We based both events around our ‘Maxxed Out Studio’: a bespoke audiovisual creation hub with a reactive light show. Visitors remixed custom sounds made by local artists into their own, easily shareable, unique tracks (with matching visuals). In Belgrade, the Studio was the heart of our ‘Maxxed Out Weekender’: a two-day festival and community space in a refurbished cinema with live music. In Dubai, the Nike flagship was transformed into a ’90s-style record store focusing on local artists and their relevance to the Middle Eastern Zalphas. The finale of both events was a 90-second spot on the iconic Burj Khalifa, amplifying Nike’s message of bold creativity.
WHY IT MATTERED
- 10,000 possible ‘Maxxed Out Studio’ sound combinations for visitors to create with.
- 6 local artist performances in Belgrade. - 800 Belgrade festival goers across 2 days.
- 2,000 Dubai participants across 2 weeks.
WHAT WE DID
Strategy & Insights / Concept & Design / Production & Run of Show
