Nike HQ



The Challenge

For Air Max Day 2018, Nike wanted a big, unprecedented digital idea that could ignite sneaker communities and bring the Air Max message and legacy to new audiences. As a blue sky project with no set brief, we wanted to do something brand new and singularly engaging, in partnership with a channel that Nike Air consumers were going crazy for. Strategically, the approach was as simple and effective as: go where the audience is, and give them something brand new and really special.,fl_progressive,q_auto:low,fl_lossy,f_auto,h_700,w_1920/v1574360477/production/file-5dd6d59d7197e05f357cd198


The Story

As we collaborated with Nike and HQ to develop the Air Max Day experience, our imperative was to build a single moment that was engaging to sneaker lovers and HQ’ties alike, and lived at the intersection of the Nike brand and HQ’s game-changing digital experience. With that, we set out to make the world’s most challenging sneaker drop, and create the most engaging Air Max Day celebration ever – trivia questions that celebrated the little known history of Nike Air and a priceless reward – limited edition HQ-branded Air Max 270’s – that had the internet buzzing before and long after the show ended. Connected by a shared vision, Nike, HQ and R/GA came together to work quickly and collaboratively to make this magical moment for the consumer.,fl_progressive,q_auto:low,fl_lossy,f_auto,h_700,w_1920/v1574360489/production/file-5dd6d5a9482ba27fe8094a67

R/GA Offices

United States