The Air Max has always been a pivotal part of street culture. So, to launch the new models in Brazil, AKQA São Paulo put them on the feet of those who most represent the streets: the graffiti characters of São Paulo. It invited artists to update their own existing characters with the new sneakers - and the only way to get them on a limited pre-sale was to visit the artwork, access Nike.com and unlock the purchase through geolocation. The Air Max Graffiti Stores transformed the city walls into Nike Stores, turning the brand’s e-commerce into a cultural experience.
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