Insight
The new Nike Air Max 2090 launched when fans had to stay at home due to the lockdown. An alternative way was needed to express the spirit of Air Max and bring people together in the absence of events.
Idea
The mixed reality experience is a published work of fans’ stories and interviews by influencers, with a twist. Throughout the printed zine, readers discover Air Max inspired creativity, plus black-and-white illustrations. They scan the blank shoes with a smartphone to generate a floating AR model. As the shoe is coloured in on the page, the 3D model changes to reflect the creation. Once finished an animation of the design can be shared to social channels.
Impact
One thousand copies of the 56-page limited-edition zine were distributed to Nike stores across Japan as a giveaway. The colouring book is a personalised experience that takes customisation to a whole new level.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.