Nike Graffiti Stores

Nike Air Max Graffiti Stores

Insight

Nike’s Air Max shoes are visibly embedded in the street culture of cities everywhere.

To launch the new Air Max lines in São Paulo a unique experience is introduced, connecting fans with wider urban culture.

Street art mural of a cartoon figure with green skin, red jacket, blue pants, and a face mask, running joyfully with blue and teal raindrops in the background. The signature LOUCOS49 is visible at the bottom.
A group of people stand in line on a city street beside a large mural of a blue rabbit wearing shorts and sneakers, with clouds and the word “HOP” in the background.
Night cityscape with skyline and river, overlaid with large AIR MAX text and stylized white graffiti reading Graffiti Stores, along with a small Nike swoosh logo beneath the text.

Idea

Partnering with the Brazilian street-art collective InstaGraffiti, placing shoes on the feet of those that most represent São Paulo’s street scene - the city’s graffiti characters.

Graffiti artists update existing characters with the most coveted Air Max models, with a new shoe line launching each week in another city district. Fans obtain the shoes by visiting the walls and unlocking purchase at Nike.com using geolocation. As an extra reward, an exclusive film brings the character wearing the shoes, to life.

Impact

The city’s walls are transformed into stores, and Nike’s online retail is elevated into a world-first cultural experience that unites the citizens.

Graffiti Stores became a profitable platform for new releases. The murals increased visits to Nike.com by 22% and with an 80-million social media reach, the legend lives on as part of the city’s urban heritage.

  • Grand Prix

    Social Behaviour and Cultural Insight

  • Yellow Pencil

    Experiential

  • Winner

    World’s Best Strategy

  • Gold

    Out-of-Home

  • Gold

    Brand Experience

  • D&ADBehind the Work: Nike Air Max Graffiti Stores ↘
  • Digital Training Academy Cannes Lions winner: Nike turns graffiti walls into stores in Brazil ↘

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