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Client: NIKE

NIKE Air Max Day

Celebrating sneaker culture

Down to the street-art inspired paint job, Sydney’s iconic Paramount House building got a full Nike makeover when it was taken over for the 29th anniversary of the Nike Air Max 1. Transforming into the Nike Air Max Lab, the pop-up shop was a sneakers lover’s dream – a creative mecca that highlighted the shoe’s influence in Australia.

The space was filled with a collection of Air Max models curated by a group of local “Masters of Air” and for two weeks the Lab was a hub of Nike-inspired activity. There were Q&A discussions with ‘Icons of Air’ Christopher Kevin Au, and Jazz Bonifacio.

Aussie artists including Elliot Routledge (Numskull), paper sculptor Benja Harney, and video artist Joyce Ho were called upon to create unique pieces that explored the connection between the Nike Air Max and modern artistic culture.

All this action created a momentum that led up to the all-important official Air Max Day. Celebrated in five cities around the world, Sydney was the location that kicked it all off with a massive party at the Surry Hills Lab.