On 26th March 1987, Nike launched a pair of running shoes called the Air Max. Flaunting a first-of-its-kind Air-Sole unit, the sneakers have since then risen from height to height. It has ushered in innovation into the process of sneaker design and sparked a worldwide fan following.





Twenty-seven years later, at the Nike Sportswear store in the Khar suburb of Mumbai, there are day-long celebrations to honour Nike’s legendary pair of sneakers. We see Graffiti artist Zeke, hard at work, painting the Nike culture and inspiration on one of the store’s walls.Renowned illustrator, Sameer Kulavoor’slimited edition handcrafted poster for the AirMaxis displayed at the entrance. It is followed up by a visually arresting ’27 Years of AirMax’ augmented reality projection. And to top it all, there is Indie electronic heartthrob Dualist Inquiry’s set to end the day.



We ask Mr. Avinash Pant, Marketing Director, Nike to take us through the conceptualization process of the augmented reality projection. ‘The Nike AirMax is truly an icon and our main intent was to bring out its incredible story. So we decided to conceptualise a creative way for fans to experience what we’ve done over the past 27 years. Using the shoe and a unique AR code, fans can relive how these sneakers have stood for performance, innovation and become a strong part of culture.’ He said.



A day dedicated to celebrating sneakers is still an idea quite unheard of in our country. What would Nike base as success parameters for the activity?Mr. Pant explains,‘Well, 27 years of innovation and culture has brought us to this day. We think it is important for everyone to see and understand what’s gone behind it’s making. And trust me, a lot has gone into it. So we would love for people come to AirMax Day, hear our story and then go ahead and share the Air!’



AirMax Day is a hit. What next for Nike fanboys? ‘Although this is a very unique activity, it still is a very early effort. But since we stand for innovation, you will see more such innovative activities as we try to push the envelope. So fanboys, sneakerheads and fans alike can expect some great experiential activities in the future!’ he says before signing off.