To celebrate the Air Max 30th anniversary, Nike created a four special edition models.
But since expectations exceeded the number of available pairs for release, we launched "Color Your Air Max".
The main objective was to generate brand awareness on social media and to keep developing the iconic identity of Nike Air Max, something they've been forging through the past 30 years.
We set out to turn every sneakerhead into an Air Max designer so they could showcase their creativity and style in a fun and playful way using an asset that would represent them in a unique way. So, we offered a innovative experience through the use of Instagram edit tools. The most relevant social media platform for a product in the intersection of sport, fashion and lifestyle and a channel where sneakerheads go looking for inspiration, and to showcase their collections.
We leveraged the leadership of specific influencers in the world of sneakerheads and Instagram. They kicked off the seeding with a image of an Air Max silhouette and the campaign mechanics: "Design your Air Max and publish it using the campaign hashtag".
The users would showcase their own personal designs and the influencers would review all of them and declare the best ones that would win a pair of Air Max.
Sneakerheads in Argentina are very big fans of Air Max, up to the point of lining outside the store during the whole night to get them. So when they had the opportunity of participating of this campaign, they flooded Instagram with their designs.