Today is March 26. For some, it’s just a regular old Tuesday, but for Nike fans, it’s Air Max Day. Introduced by the brand back in 2014 to celebrate the popular line, which first dropped in 1987, Air Max Day has spawned numerous celebrations around the world, including documentary films, space trips and more.
This year, Foot Locker is among those paying homage the Air Max in a big way, by throwing viewers all the way back to the ‘90s in an expansive integrated content campaign, “Discover Your Air," which puts the line's various styles on show.
The centerpiece of the effort, conceived out of Laundry Service, is the cable programming-inspired Discover Your Air Network, or DYA, which features a lineup of old school-style Air Max-themed shows, including the sitcom “Air It Out,” animated series “The Air Pair,” news program “DYA Shoe Tips” and a workout program, “Airobics.” The campaign also includes a trio of spots that hark back to Foot Locker advertising of old.
Teaser for "Air It Out" sitcom:
A shopper summons breakdancers and big hair when he opens a boxes of the new Air Max 270s and 720s.
Perhaps the most unique aspect is “Air Max Supply,” a home shopping program that drops today on Twitch. It will be hosted by Jacques Slade, the actor, rapper and sneaker aficionado who also recently starred in one of TBWA/Chiat/Day New York’s eye-opening unboxing videos for Thomson Reuters.
At the Houston Galleria in Texas, Foot Locker also created an interactive retro store experience, from which Slade will be hosting the shopping show today. There, he’ll be taking real orders for the latest Air Max styles. The pop-up is a nod to the first-ever Foot Locker, which opened its doors back in 1974 in Puente Hills, Calif. It's open through March 31, and there, customers can also play "Air Trivia" to win posters, stickers and Foot Locker gift cards.
Other talents participating in the campaign include Shiggy, Rosalyn Gold-Onwude, Dylan and Dakota Gonzalez, Kid the Wiz, Emily Oberg, Jared Goff, Johnny Hekker and more. The programs will run on social channels and Twitch, tagged #DiscoverYourAir.
To get the word out, Foot Locker and Laundry Service also sent out seeding kits in a vintage-style box containing new Air Max kicks, details on DYA programming and a faux old school remote control that plays audio from the various shows.
Foot Locker Air Max Day 2019 Seeding Kit Credit: Foot Locker