Air Max DN Seeding Kit
Transforming the unboxing experience into a surreal spectacle
Nike sought to elevate the AirMax Dn’s launch beyond conventional sneaker releases by creating an unforgettable product introduction that would capture attention while reinforcing the futuristic and surreal essence of its Dynamic Air technology. To achieve this, Nike designed an immersive experience aimed at driving social buzz and virality within fashion and sneaker communities, establishing cultural credibility by engaging influential figures, and enhancing the in-store experience at its flagship location.
We help Nike to redefine the sneaker unveiling by merging technology with spectacle, engineering levitating displays to suspend the AirMax Dn mid-air, emphasizing its lightweight and Dynamic Air properties. The immersive atmosphere, enhanced with haze and dynamic lighting, amplified the Feel the Unreal theme, creating a surreal effect. Targeted influencer seeding delivered the experience to five key fashion icons in Korea, ensuring high engagement and cultural influence. Extending beyond private seeding, the activation became a standout retail feature at Nike’s Seoul Flagship store, reinforcing the product’s futuristic positioning.
1.4M User Engagement
159M+ Follower Reach
264 Social Posts
