Nike Air Max Day launched in 2014, lengthy after the sneaker had turn into a staple of grime and hip-hop scenes from the late ‘80s properly into the 2000s. Although the early days of those subcultures have come and gone, these actions dwell on in new music scenes all over the world. The historic connection between underground music and Air Max stays simple.

For 2023’s Nike Air Max Day on March 26, the model paid tribute to the music scenes that helped catapult it into legendary standing. Teaming with JD Sports activities alongside company associate AKQA, Nike created ON.AIR.MAX, a radio present broadcasting dwell from JD Sports activities’ Occasions Sq. location.

That includes a day of dwell broadcasts, the present allowed audiences to revisit the vibes of traditional pirate radio whereas remaining rooted within the current by highlighting modern-day artists. Giving a nod to the radio giveaways of days passed by, the promotion provided old-school listener call-ins for prize packs whereas in-store clients unlocked the JD Sports activities unique launch of the brand new Air Max Pulse.

Revolt and fervour in a sneaker

Up-and-coming artists, together with Kilopatrah Jones, Grabba Ranks, Khalil and Hu Dat, have been featured all through the day. Bel-Air star Jabari Banks additionally made a private look in-store.

“It’s so inspiring to see the brand new era come collectively to have fun what Air Max actually is about—ardour and rebellious creativity—two traits that underground artists embody the perfect,” mentioned Luciana Cani, AKQA government artistic director, in an announcement.

The Air Max has a particular place in promoting historical past. Its debut advert in 1987 was the primary TV commercial to characteristic a Beatles tune. Air Max Day 2023 was accompanied by OOH promotions paying tribute to the Air Max 1 through a 3D billboard in Hangzhou, China.