720 Air Store



The Challenge

The Air Max 720, the latest silhouette in the Air Max family, has the biggest air unit ever featured in an Air Max shoe. Nike wanted to define a bold new future for sneaker culture, rather than looking to the past for inspiration. The objective was clear: to get more people buying the latest in Air Max innovation directly from Nike. But the problem was that most people bought their sneakers via other retailers that stock Nike. In order to drive more direct sales, we needed to create unmissable entertainment through our e-commerce experience.


One that could tap into the codes of sport culture and work in the digital spaces the audience thrives in. 



The Story

We created the ‘720 Air Store’—a mobile browser experience that brought a next-generation retail experience to sneakerheads. From the comfort of their smartphone, we immersed people in a virtual shop. By purchasing the 720 at Nike, they could earn ‘Air Credits’, a virtual currency that could be spent on exclusive limited-edition merch. For each week of the launch, those who bought their 720’s directly with Nike would be greeted by a different virtual shopkeeper—from designer Mini Swoosh; rapper Dave; DJ Peggy Gou, to England footballer Raheem Sterling. The ’shopkeepers’ would present ultra-rare merchandise inspired by them and their craft, prompting people to use their Air Credits to buy them. This gave sneakerheads the perfect reason to buy directly from Nike. We tapped into the bragging rights and hype they crave, whilst giving them a retail experience they couldn’t get anywhere else

R/GA Offices

United Kingdom