Moburst

Nike celebrates Air Max Day with 'Give Fresh Air' in-app live game show

David Murphy

To mark its annual Air Max Day, Nike SNKRS partnered with R/GA London, to To  launch ‘Give Fresh Air’ a live game show for fans across Europe.

The show, hosted in the SNKRS app, celebrated one of the most iconic sneakers in history, the Air Max. Contestants from neighbourhood sneaker stores in London, Berlin & Amsterdam competed to win the ‘Give Fresh Air’ prize – a community donation from Nike to support social causes selected by the contestants. As well as defining the concept and scripting the show, R/GA helped create the visual identity, encompassing comms, set design, team colours, merchandise and more.

The SNKRS Live game show concept continues Nike’s commitment to delivering innovative brand experiences to audiences directly through the Nike digital ecosystem. It was concepted, written, and designed by R/GA London, and was streamed live through the SNKRS app across Europe on Saturday March 26th.

“Nike Air Max is an icon, so any work needs to understand and protect its status,” said Nick Pringle, Executive Creative Director at R/GA.‘Give Fresh Air’ does that. It’s not a commercial, it's an experience created by sneakerheads, for sneakerheads… so let's just say ‘not everyone will get it’. And that’s just fine.”