Describe the creative idea

Nike’s first original AR coloring zine. An offline-to-online ‘off the page’ content experience that let users customize their own unique Air Max. In the air, in real time. The mixed reality experience lived inside a physical zine that celebrates Air Max inspired creativity, including original stories, styles and designs from local creators. We sought to tap into the revolutionary spirit of the product and bring its essence to life in different ways. The inspiration for the idea came from a desire to reimagine the customization process with the magic of Air Max, making the process even more personal, creative and fun. So we decided to bring the concept to life by turning the shoe into a blank canvas, and inviting people to design it in the air, in front of them, in their own way.

Describe the execution

A limited edition run of 1000 copies of the 56 page zine were printed, and distributed through different Nike stores in Japan (Tokyo, Osaka, Fukuoka), and several Atmos stores. Today, the experience is being piloted as a stand-alone App. The project launched on July 2nd 2020, the app itself can be used for as long as the user keeps in on their phone. We went with a cute, light and ‘airy’ design, to both play into the sneaker name ‘Air-max’, and to strongly resonate with Japan’s female youth, as they were this project’s main TA. The ultimate vision is for it to be incorporated into the existing Nike ecosystem. The Project was a very exclusive pilot that delivered a unique user experience to Air Max fans around Japan. The whole project from beginning to end took roughly twelve weeks to create, and launched on July 2nd 2020.