To celebrate 30 years of Nike Air and the release of the Nike Vapormax, we integrated the local sneakerhead and cultural community to create the largest AMD moment in the United States – Air La Brea.
Over two months, we developed a strategy that engaged local and global Air Max fans through week-long programming including influencer dinners, music experiences, panels and more. Air La Brea became the destination for culture and performance in Los Angeles.
The SneakEasy was our hub. Guests entered the space by “walking over La Brea,” an LED screen installation. Within the space, sneakerheads visually experienced the history of Air Max via branded pods, an LED cube installation, and more.
Guests were invited to try on the new Vapormax shoe and take it for a run on an interactive track.
The grande finale was Travis Scott’s flaming midnight performance and a complete shutdown of the street for Air La Brea.