Nike's Air Max Day marks the release date of the first Air Max 1 back in 1987, and for the 2023 edition of the annual celebration, Nike created a radio station. To give back to the music scene that put Air Max on the map, Nike devoted ON AIR.MAX to bringing underground artists to mainstream airwaves.
Live from JD Sports in Times Square, NYC, Nike and the leading sneaker and sport fashion retailer spotlighted up-and-coming talent, all the while transporting the live studio audiences back to the age of pirate radio.
Listeners called in for their chance to win exclusive Air Max Day prize packs like vinyls and classic Air Max silhouettes, while in-store shoppers were among the first to snag the new Air Max Pulse because it launched exclusively at JD Sports.
Sneaker Culture Radio Stations
Nike Created ON AIR.MAX for Nike Air Max Day
Trend Themes
1. Air Max Day Radio Station - Creating radio stations to promote products and empower emerging artists.
2. Exclusive Merchandise - Offering prizes and exclusive merchandise to incentivize customers to visit brick and mortar stores.
3. Pirate Radio Aesthetic - Reviving the pirate radio aesthetic in marketing campaigns to appeal to nostalgia and connect to music culture.
Industry Implications
1. Sport Fashion and Sneaker Brands - Opportunities to explore unique collaborations with music artists, revive retro elements of their products, and create immersive in-store experiences.
2. Radio Broadcasting - Opportunities to partner with brands for exclusive content and events, and showcase emerging talent in different genres.
3. Retail - Opportunities to create limited edition merchandise to draw customers to physical stores, and offer immersive brand experiences.