project

AirMax Day 17

client

nike

agency

R/GA

role

Concept, Art Direction, Design

2017

The Brief

For the 30-year anniversary of Nike’s AirMax, Nike wanted an idea that would shine spotlight the sizzling sneakerhead culture in São Paulo.

AirMaxDay

2017

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

2017

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)

feat. Sabotagem

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.

And yes, They re-created the most OG song of Sabotagem:
Rap é Compromisso

Emicida feat.

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.

The battle was dope!
Brodcast live from the AirMax House
Batalha AirMax House

_

Karol Conka

feat. Batekoo

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.