THE AIR MAX HOUSE
NIKE
Nike Air Max is not a regular sneaker. It’s an iconic shoe in the sneaker culture. Nike wanted to create something remarkable to celebrate 30 years of the Air Max. Something that could materialize its revolutionary spirit. So we turned a historical house at the heart of the city into a headquarter/hub for the sneaker culture: The Air Max House. An experience that gave stage for sneakerheads express their revolutionary attitude on music, sports, dance and culture.
To create buzz around the Air Max House main attractions, we delivered some exclusive content. For each week of the Air Max anniversary month, a rising artist joined a recognized star to co-create something new in music, dance, arts and fashion, in homage of the new Air Max releases. All creative processes were documented on 4 Instagram story series called Rebels On Air.
Rebels On Air Vol.1
Dj Zegon (Tropkillaz) feat. SabotageM
Renowned Dj Zegon - @zegon - joined 5 rising beat makers to remix a classic rap song from Sabotagem (Rap é compromisso) and co-create a new version to be
released on the Air Max stage.
Inst Stories
Rebels On Air Vol.2
Emicida feat. best freestylers in town
Brazilian most famous rapper Emicida - @emicida - went on a quest to find the best rap freestylers in São Paulo. He invited the winners from local rap events to compete on an all-time championship battle in the Air Max House.
Inst Stories
Rebels On Air Vol.3
Karol Conka feat. Batekoo
One of the most prominent female rappers in Brazil, Karol Conka - @karolconka - joined Batekoo dance group to co-create a new choreography for her song in honor of Brazilian Women’s Day, a song about feminism and womanhood.
Inst Stories
