Nike Virtual Air Max Day

SNAPSHOT X DIGITAL EXPERIENCE

STINK STUDIOS X 2021

EXPERIENCE STRATEGIST LEAD

Nike's first-ever virtual rendition of the global Air Max Day celebration.

Traditionally marked by exclusive sneaker drops and a range of branded events and interactive IRL experiences across the globe, Nike faced the challenge of adapting to the circumstances in 2021. Instead of the usual IRL celebrations, we created an experience for Nike to host its first-ever global virtual Air Max Day, transforming the iconic day into a dynamic digital experience.

For this project, I led and developed the strategic approach across the digital experience and content creation. Defined the user flow for the 24-hour experience and logic for content strategy. Facilitated concept development, crafted briefs, and guided global partners for content creation. Provided oversight for UX, art direction, and site development to ensure strategy alignment.

Create a 24-hour digital passport to sneaker culture around the world.

The Challenge

Traveling through the world at hyper-speed.

The process began with a thorough content audit across three NYTA properties and numerous digital documents. This comprehensive audit allowed us to distill and reorganize content logically, leading to the development of a new site map and a set of wireframes. These became the basis for our design and development work, enabling us to create a more integrated and engaging digital experience. The AMDWW experience was designed with travel as a symbol of discovery and exploration. Upon creating a Nike.com account, Air Max Day fans were encouraged to craft a personalized AMDWW profile, featuring their favorite color-way.

Bespoke curated city pages with exclusive content to discovery and unlock.

The Approach

Accumulated city stamps and virtual miles throughout the day.

Over 100 pieces of original content, a live stream of the Nike campus, a virtual 3D guided tour of an athlete’s closet, and exclusive content from Travis Scott were distributed across 15 customized city pages. Nike members could easily navigate, and engage with the content as they traveled from city to city, and seamlessly share their experience across social media.