Nike wanted to use its upcoming Air Max shoe launches to leverage relevance and sales for its e-commerce in Brazil.
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 Nike.com 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.