NIKE | AIR MAX DAY Nike Air Max Day –the anniversary celebration of Nike’s most iconic export, is held on 26th March each year since its inception in 2014. Commemorating the running revolution pioneered by Nike since the launch of Air Max 1 in 1987, the first shoe to showcase visible air. This campaign revolved around Nike’s three Air Max designers: Tinker Hatfield (the creative mind behind the famous air bubble shoe), Hiroshi Fujiwara and Mark Parker, each responsible for the release of a new Air Max Zero shoe model. The installation involved the complete takeover of NikeTown London, transforming it into a brightly coloured factory environment with multiple moving and interactive parts. The in-store experiences and installations included a moving conveyor belt in the central core area displaying Air Max footwear with NikeiD desks where shoppers could customise their own trainers. A central feature set of kinetic sculptures: a rotating spindle holding trainers and two blown air sculptures. Further attractions were a sneaker cleaning service, and a static conveyor belt spiralling up to the ceiling in the impact zone to showcase the private Air Max collection of renowned collector Stevey Ryder.