Graffiti Stores

By AKQA - Sao Paulo

For Nike Brand Nike Air Max

Winner in category Advertising

In subcategory Outdoor

Project Description
Nike wanted to use its upcoming Air Max shoe launches to leverage relevance and sales for its e-commerce in Brazil.
Agency Solution
Air Max is historically a visible part of urban culture all over the world. So we put the shoes on the feet of those who most represent the streets of São Paulo: the city's graffiti characters. Artists were invited to update their existing pieces with the new Air Max models, and fans could then obtain a limited pre-sale by visiting the artworks and unlocking the shoes on using geolocation. A new shoe was launched each week in a new city district. An animated short film also brought the most iconic character to life, wearing the shoes as he explores the city.
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