Nike wanted to celebrate the 30th anniversary of the Air Max globally. AirMax has long been a part of youth culture and a unifier of creators, designers, innovators, rebels . . . the “Revolutionairs.”
Nike wanted to celebrate and inspire those who think differently, challenge convention and, in questioning the status quo – those who help redefine culture and shape the future.
Gone are the days when Nike could just strike a pose and everyone would follow, especially with this “Revolutionair” audience. We needed to actively involve youth and to be authentic, using their platforms and language.
“Kiss My Airs” was the creative platform. But it was through provocative media challenging convention that Nike gave meaning to this rebellious rallying cry and allowed youth to participate, rejecting the status quo in their own way.
Nike erected two high-impact installations with the Air Max rally cry. By leaving out two important letters, the “Kiss My A___S” installations, while limited in number, created an unmissable photo opp for youth to pose with, share and fuel citywide buzz. Following the teaser, Kiss My Airs was revealed across Beijing and Shanghai online and with outdoor media targeting shopping areas and metro stations.
The momentum culminated in an exclusive Air Max Day event and concert celebrating the 30th anniversary and announcing the all new Vapor Max with VR/360 livestream technology. Customisable views allowed users to have their own view of the event, chat in real time, give virtual gifts and see additional Nike stories and content.
The campaign generated 4.6 billion impressions across channels and 2.3M young Revolutionairs engaged with the Kiss My Airs campaign.
For the 1-hour Air Max Day event, 2.6M people nationwide tuned in for the immersive 360/VR livestream. There were 15K Comments and more than 1K+ Air Max virtual gifts were given.
The VaporMax was sold out in the 24 hours following its launch on Air Max Day.