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EXPERIENTIAL
/
ACTIVATIONS
Air Max Month
INDUSTRY:
Consumer Goods
EVENT TYPE:
Social + Experiential
LOCATION:
NYC, CHI, VEGAS
ATTENDEE COUNT:
5,000+
In anticipation of Air Max Month—the annual celebration of Nike's iconic shoe line and its superfans—Nike and Champs Sports wanted to show a new side of sneaker culture. Normally viewed as a male-dominated fandom driven by hype and status symbols, the two brands would instead highlight a more inclusive and meaningful perspective shaped by authentic, inspiring women. To spread this message, they chose Drury to design and produce an in-store event at the Las Vegas Champs Sports store, and to manage a month-long influencer campaign to generate excitement among young, female sneakerheads.
With a multitude of activations, powerful graphics, and appearances by WNBA star Kelsey Plum and Vegas influencer Ivana Jorgensen, we created a fun, inclusive experience for sneakerheads and regular shoppers alike.
The Event
With a multitude of activations, powerful graphics, and appearances by WNBA star Kelsey Plum and Vegas influencer Ivana Jorgensen, we created a fun, inclusive experience for sneakerheads and regular shoppers alike.
Social Campaign
Our digital content ran the gamut—from shop-the-look posts to behind-the-scenes Instagram stories to live coverage of the in-store event.
The Comic
When we saw Gica Tam’s beautiful depictions of our heroes, we knew we had to immortalize them in the medium that inspired it all.
The “Spark” Photoshoot
Produced a Nike Air photo shoot featuring WNBA fan favorite, Stefanie Dolson (also known by her Max Powered moniker, “Spark”). The look and feel for the shoot was inspired by the Max Powered concept, Nike Air branding, and Dolson’s energetic personality.
The Ask
Create an empowering, influencer-driven social campaign for Air Max Month, paired with a fun, interactive retail activations at a Champs Sports store.
The Solution
We began by working with Nike to develop a concept for the campaign. We called it Max Powered; it used the iconography of superheroes to spotlight everyday girls using their unique gifts to challenge the status quo. Next, we sought real-life protagonists to be our "heroes." We contracted sneaker culture influencers in Champs's core markets, created superhero alter-egos for each of them (brought to life via colorful comic book illustrations by young artist Gica Tam), and worked with them to roll out regular content to their audiences on Instagram. This consisted of video messages, photo shoots in Air Max styles, and personal stories of why they are Max Powered. Meanwhile, our team designed and delivered the Champs store takeover—from signage and graphics to photo-ops and other fun activations in the Max Powered theme. Our Vegas influencer, Ivana Jorgensen, was on hand to meet her fans and peers and to cheer them on as they explored the store.
The Results
The social campaign garnered heavy engagement, pleasing clients and influencers alike. The campaign also won gold for “Best Social Campaign” for Event Marketer.
"
“This was the fleekest event I’ve ever been to in my entire life. It was totally on budget and I got the opportunity to meet a virtual magician for the first time.”
- Someone McPerson
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