nike create with air max-hero

Nike Lift Off With Air Max

Insight

Nike Air Max is a symbol of creativity in Japan.

The new Nike Air Max 2090 launched when fans had to stay at home due to the lockdown. An alternative way was needed to express the spirit of Air Max and bring people together in the absence of events.

An open booklet shows instructions on the left page, titled “Create Your Air Max in AR,” with sketches, text, and QR codes. The right page displays a line drawing of a Nike Air Max shoe with additional QR codes and small text.
A person uses a smartphone to take a photo of a drawing of a sneaker on a piece of paper, with another hand holding the paper on a wooden surface.

Idea

Create with Air Max is an AR-enabled zine that allows users to customise the iconic shoe.

The mixed reality experience is a published work of fans’ stories and interviews by influencers, with a twist. Throughout the printed zine, readers discover Air Max inspired creativity, plus black-and-white illustrations. They scan the blank shoes with a smartphone to generate a floating AR model. As the shoe is coloured in on the page, the 3D model changes to reflect the creation. Once finished an animation of the design can be shared to social channels.

Impact

Fans’ imaginations are engaged, and the uplifting spirit of Air Max is spread.

One thousand copies of the 56-page limited-edition zine were distributed to Nike stores across Japan as a giveaway. The colouring book is a personalised experience that takes customisation to a whole new level.

  • Creative ReviewAir Max designs come to life in AKQA’s AR experience for Nike Japan ↘
  • MuseCustomised kicks take flight in AKQA campaign ↘

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