Celebrating tentpole moments
To celebrate Nike’s biggest event of the year, Air Max Day, and the launch of the VaporMax shoe we created an experience authentic to Los Angeles sneakerhead culture for both local and global Air Max fans. The week-long programming consisted of influencer dinners, bespoke music experiences, curated panels and more. Guests were treated to a series of immersive “sneakeasy” events that commemorated the past, present and future of the iconic brand. Attendees entered the space by walking over an LED screen installation of La Brea and were able to test the new Vapormax shoe on an interactive track. The week wrapped with a surprise performance from Travis Scott that went viral and resulted in a complete street shutdown of La Brea Avenue.