Nike: Airmax Goes Bigger with Air

With the launch of its Airmax 720 product, the footwear brand Nike launched a competition focused on user-generated creative content, which led to increased brand engagement in China.

Campaign details

Brand: NikeLead Agency: Mindshare ChinaRegion: APAC

Objective

Since its launch in 1987, Airmax has positioned itself as Nike's most creative shoe collection. Designed by architect Tinker Hatfield, Airmax was the first shoe in history to reveal the air within its sole, leading it to become a symbol of creativity and innovation in sportswear culture. This year, the new Airmax launch (Air 720) stayed true to its heritage with an innovative design which revealed more air in the sole than ever before.

With this new design, Nike sought to both make a creative statement...

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