Foot locker: Air max day

AIR MAX DAY 2020

For Air Max Day 2020, we were tasked from Foot Locker to celebrate people’s love of Air Max while strengthening Foot Locker’s place as the discovery point for Nike Air. In our approach, we took over the Foot Locker social channels on Air Max Day with a photography led campaign, highlighting the unique stories of New G and OG influencers, athletes, artists and real people around the world. As Air Max Day occurred at the start of the pandemic, we were able to strategically pivot our campaign to introduce new product, establish Foot Locker as the purchase destination for Nike Air and most importantly, bring entertainment and comfort to our target consumer during a time of uncertainty and anxiety.

Results (inclusive of paid + organic) - Impressions: 22,278,282; Engagements: 361,054; Clicks to Site: 165,619

AIR MAX DAY 2021

For Air Max Day 2021, we set out to establish Foot Locker as the hub for female Black and LatinX consumers to discover, explore and purchase Nike Air. However, we first had to recognize the obstacles and perceptions that female sneaker enthusiasts face in the streetwear conversation. We found that streetwear is founded on women’s contributions, but they’re recognized as participants, not contributors to culture. We used Air Max Day as a way to spotlight women’s contributions to the sneaker game where Foot Locker was the incubator for restructuring Black and LatinX women’s role in the sneaker conversation.