On March 26th 1987, a revolution began. The Air Max One, a masterpiece in design and manufacturing from the godfather of sneakers, Tinker Hatfield, was released to the world as a revolution in performance technology (in a not so subtle nod, they used The Beatles song
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There's much to be said about the influence of the Air Max One on sports and street culture in the years since, but it wasn’t until 2014 that Nike devised a new formula to extend the Max’s legacy even further. It’s something that Nike’s Kevin Coatman (Senior Creative Director, Brand) and Ron Dumas (Senior Creative Director, Brand & Packaging) spoke of consistently at Semi Permanent 2017, though as we approach Air Max Day 2018, we’re seeing it come full circle as the advertising campaign others will be judged by.
To celebrate,
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In 2015 Nike one-upped their previous efforts, digging
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Adidas ZX 750 Femme (with lines around the block of just about every Nike store in radius to follow).
It became clear (and widely reported) that Air Max day was a consumer-led event, dictated by the community
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There's much to be said about the influence of the Air Max One on sports and street culture in the years since, but it wasn’t until 2014 that Nike devised a new formula to extend the Max’s legacy even further. It’s something that Nike’s Kevin Coatman (Senior Creative Director, Brand) and Ron Dumas (Senior Creative Director, Brand & Packaging) spoke of consistently at Semi Permanent 2017, though as we approach Air Max Day 2018, we’re seeing it come full circle as the advertising campaign others will be judged by.
To celebrate, [url=http://www.casacristo.fr/Adidas-ZX-750-Femme-c-55.html]Adidas ZX 750 Femme[/url] Nike dedicated 24 hours to 27 years of Air Max culture, encouraging Nike fans around the world to go along with it. Air Max owners were directed to don their most coveted colourways (and Instagram [url=http://www.casadelrelojero.es/Adidas-Superstar-Mujer-c-52_53.html]Adidas Superstar Mujer[/url] the whole thing, naturally). Shanghai played host to an enormous shoebox that revealed all sorts of Air Max memorabilia. And cities from NYC to L.A held their own fan events to commemorate the date. The experiment in community-based celebration led to a reach of 220 million people, 1.9 million video views and Nike's all-time most liked Instagram photo. “The early days were fairly small" recounted Coatman. “It was around 12 posters utilising previous posters, but the main notion was driven by the community. The thing that really took us by surprise was how the media jumped on it.”
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