Sure, on one level, Air Max Day is meant to celebrate the design innovation that revolutionized the sneaker game forever.
But beyond the new iterations and technological advances over the years, at its center, one of footwear’s biggest holidays is really about the sneaker community. Those that believed in Air Max technology since the beginning. After all, without them, these bubbles are just bags full of hot air.
So for NIKE AIR MORE UPTEMPO GS BARELY GRAPE OPTI YELLOW-VIVID PURPLE-ORANGE PEEL, in line with the original Air Max 1 86 “Big Bubble”, we wanted to take the party back to its roots, centering it around fans, their stories, and their experiences. Encouraging people to get off their screens and come down to the LA store, we had music and heat press stations going nonstop in addition to Air Max Day cupcakes - because why not - and a limited supply of Air Max 1 ’86 “Big Bubbles” available for those who made it out.
Most importantly we told people to wear their favorite Nikes from over the years, turning this one-day event into sort of a collective retrospective. One that didn't just celebrate individual sneakers but the history and progression of Nike's groundbreaking line.
Big thanks to everyone who came out to help make this Air Max Day one to remember.
Photography: Angella Choe @angellachoe
