NSW SS22 Serbia Recap

AIR MAX IS MORE THAN A SNKR. IT'S A STATE OF MIND.

Our Objective is to create an emotional connection between Air Max and the next generation. To Understand Gen Z & invite them to get to know AM styles in a meaningful way.

BELGRADE
IS GIVING BACK FRESH AIR THIS SEASON:

RETAIL CHANNELS
TELL AM STORY ACROSS

NSP
x
Air Max 97

Buzz (AS)
x
Air Max 90
Terrascape

Tike (CS)
x
Air Max 1
“La Ville Lumiere”

INFLUENCE AND
POWER THE
COMMUNITY TO
BECOME CONFIDENT
AGAIN.

Our Air Max Consumer Changed.
They strive for some creativity and not in art & music.

They are passionate and only fearless in everyday life.

Our goal is to connect & invite them to share the obsession with the ones they look up to.

CONSUMER
JOURNEY:

1.

LEADING WITH THE
DIGITAL APPROACH

2.

COLLAB WITH THE LOCAL
ARTIST TO CREATE A SPECIAL
CUSTOM-MADE T-SHIRT DESIGN
DANILO TRBOJEVIC

3.

STORYTELLING AND
NON-TRADITIONAL THINKING
WITH NOIZZ & BLIC

4.

ENABLE AIR MAX CONSUMER TO
PARTICIPATE, EXPERIMENT AND
INTERACT WITH AIR.

PROVIDE FRESH AIR TO THE COMMUNITY AND THOSE IN NEED BY DONATING A PAIR OF PRESERVED SNEAKERS.

All donated sneakers will undergo a cleaning and repair process beforehand.

A donation goes to the local children's non-profit organization.

NIKE AIR MAX
ALL-DAY WEEKEND PROGRAM:

SNKR
REFRESH
STATION

Each of us has that one favorite AM pair that needs to be refreshed. Have a unique experience with our skilled team: clean, refresh, and repair your favorite sneakers in one place.

PANEL
DISCUSSION

THE THEME:

Nike Air Max throughout history and music. Past, present, and the future.

GUESTS:

Jelena Dubovac, Regional Director for the Nike Brand, Max Streetlife, the largest collector of sneakers in the Balkans, THCF, rap group

MANIFESTORY
RUG WORKSHOP

POWERED BY

Customization and participation in making a rug in the shape of a favorite Air Max sneaker.

AIR MAX 1
ART WORKSHOP

POWERED BY

Painting a 3D print Air Max 1 siluete.

CAMPAIGN
OVERVIEW:

500 Air Max lovers
went through the workshops.
In 2 days over 80 pairs of used
sneakers were collected.

1.1 mil

SOCIAL REACH

4.7 mil

DIGITAL REACH

2.4mil

COMMS REACH

16+

MEDIA COVERAGE

1 TV

LIVE AT THE EVENT