About The Product Launch for The Air Max 720
To celebrate Super Bowl LIII, Nike partnered with SPL, Limitless Creative, and Atlanta luxury boutique, A Ma Maniére for the product launch of the Air Max 720. We teamed up to host interactive marketing activations and installations from January 28th – February 3rd, 2019. The activations included: The 720 launch experience, Maker’s Studio Air Force 1 shoe customization, launch events for A Ma Maniére x Nike Football & Heron Preston x Nike Football capsule collections, art exhibits, and performances featuring local DJs and performers. Select consumers were invited to meet the artists and collaborate in customizing a football jersey or pair of sneakers.
For this exclusive product launch we were entrusted to design and implement video installations and decor lighting throughout the various spaces to compliment the aesthetic of the Nike Air Max 720. In addition there was to be a room dedicated as an art installation with our interpretation of a mad scientist’s desk and workshop at Nike’s Department Of Unimaginable.
Certainly we would draw inspiration from the shoe itself. “Color needs to strike a balance between amplifying the tech and making it’s own statement.” is a declaration about the shoe articulated by Nike VP of Color Design, Courtney Dailey. With this purpose in mind, we would apply that insight to our production approach to this product launch. We would take cues from the designers of the shoes who were inspired by the aurora borealis. We followed the colorways of the Air Max 720 “Sunrise” and “Northern Lights” of blue-magenta, aquamarine, and metallic silver, midnight navy.
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Nike Air Max 720 “Northern Lights”
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