SNKR Culture headquarters, Nike AirMax

Nike AirMax 30-year Anniversary

Digital Campaign & Event Concept

Showing the impact of a shoe through the voice of its biggest fans.

Nike AirMax was turning 30 and was looking for an idea that would celebrate Nike's most iconic shoe. Who else can show Airmax's revolutionary spirit if not its biggest fans?

We decided to make Sao Paulo's sizzling sneakerhead culture oficial by creating its first headquarters and turning it into a stage for fans to come together and share their revolutionary ideas on music, sports, dance, culture and AirMax.

2017
R/GA + Nike
Creative Direction Saulo Rodrigues, Carlos Fonseca
Visual Gabriel Berta, Pleemo, Pedro Dante, Alex Moers
Copy Rafael Miessi, Luiza Sá
Production O2 Films

Rebels On Air

There's nobody better to embody AirMax's revolutionary spirit than the local people who are already making a difference in their communities. For each week of the AirMax month, a rising artist joined an acclaimed revolutionnaire to co-create something new in music, fashion, art and dance. We registered everything on a weekly Instagram Story series called Rebels On Air.

Karol Conka + Batekoo

One of the most prominent Brazilian female rappers, Karol Conka joined group Batekoo to create a new choreography for her song, that celebrated about feminism and womanhood.

D J Z E G O N of Tropkillaz feat. Sabotagem

Acclaimed DJ Zegon joined five rising beatmakers to remix an old Brazilian rap classic and co-create a new song that was featured on the AirMax Stage.

Emicida + Local rap artists

Nike AirMax alongside Brazilian rapper Emicida - were on a quest to find the best rap freestyler in São Paulo. We invited the winners from all four corners of Sao Paulo to compete on an all-time championship battle in the Air Max house.

At the end of each week, revolutionaries + rising artists brought to the AirMax House stage their creations - from dance, spoken word to concerts - to share their innovations.