Are Nike’s Immersive Air Max Pop-Ups the Future of Storegoing?

Sneaker giant creates specialty locations for Air Max Day

By The Editors
March 24, 2016 9:00 am

At age 12, every man has the same favorite subject in school: recess.

Now that we’re older, escaping the confines of the classroom is more difficult, but that doesn’t mean the desire has in any way diminished.

Some brands have begun to realize this, and are designing stores that are as much adult playground as they are center of commerce.

The NBA did it. Samsung did it. And now Nike has joined the party to celebrate Air Max Day.

With pop-up events that have already begun in Hong Kong and Tokyo and a series of sneakerhead-friendly gatherings kicking off today in New York, Nike has designed some unique ways to let customers engage with the 29-year history of the Air Max brand.

Hong Kong’s four-level Fringe Club has been converted into a multicolored Air Max museum, while attendees of the Tokyo events get the chance to examine a visual history of the line at the Air Max Vault and design their own HTM-approved NIKEiD sneakers.

The NYC branch offers fans who trek to the Skylight Clarkson Square an opportunity to pick up Nike-inspired Kith Treat cereal boxes, get their sneakers cleaned and detailed by professionals and vote for a pair of classic kicks to be re-released on Air Max Day next year.

And just for good measure, take a long view at the exterior:

Events in Tokyo and New York wrap up on the 26th, while Hong Kong closes up shop on the 27th.

Images via Nike


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