AirMax Day 17
Concept, Art Direction, Design
For the 30-year anniversary of Nike’s AirMax, Nike wanted an idea that would shine spotlight the sizzling sneakerhead culture in São Paulo.
So we decided to bring together the sneaker world in São Paulo into one single place: the Air Max House.
A revitalized house that became the headquarters for SNKR culture and a stage for sneaker heads to come together and share their revolutionary ideas on music, sports, dance, culture and AirMax.
Rebels On A ir
And there's nobody better to embody AirMax's revolutionary spirit than the local people who are already making a difference in their communities.
For each week of the AirMax month, a rising artist joined an acclaimed revolutionnaire to co-create something new in music, fashion, art and dance.
To register the whole creative process, we created an Instagram Story series called Rebels On Air.
Dj Zegon (Tropkillaz)
Acclaimed DJ Zegon - @zegon - joined five rising beatmakers to remix an old Brazilian rap classic and co-create a new song that was later featured on the AirMax Stage.
the best freestylers
of São Paulo
Nike AirMax alongside Brazilian rapper Emicida - @emicida - were on a quest to find the best rap freestyler in São Paulo.
We created the biggest rap battle of São Paulo on local rap events across the city and invited the winners to compete on an all-time championship battle in the Air Max house.
One of the most prominent Brazilian female rappers, Karol Conka (@karolconka) joined group Batekoo (@batekoo) to create a new choreography for her song.
In honor of Brazilian Women's Day, the song and the choreography highlighted feminism and new ideas on womanhood.
And, by the way, RapBox made a CyphAir there ;)
Rincon Sapiência, Nego E, Lívia Cruz, Tássia Reis, Rico Dalasam, Aori e Amiri
Agency: R/GA SP
Film: 02 Produções
Visual Effects: ManVsMachine
CD: Saulo Rodrigues, Carlão Fonseca
Visual: Gabriel Berta, Pleemo, Pedro Dante, Alexandre Moers
Copy: Rafael Miessi, Luiza Sá
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