Almost 40 years ago, global footwear and apparel brand Nike launched the first sneaker to feature air cushioning technology. The design came from the mind of former N.A.S.A. engineer Frank Rudy.
In honor of the launch of the Nike Air Max first released on March 26, 1987, The Athlete’s Foot hosted a commemorative activation honoring the release of the shoes at their Atlantic Station location. The occasion was topped off with the launch of a new product, the Nike Air Max DN.
The event also served as a platform for fostering community engagement, particularly targeting Gen- Z consumers. Recognizing the unique digital-native characteristics of this demographic, The Athletes Foot curated a social media campaign featuring multiple Gen Z creators and entrepreneurs. The campaign, centered on the theme of “maxing out reality,” encouraging individuals to reflect on their aspirations and contributions towards shaping a better future. Some of these featured Gen-Zers include Anwar Dougsiyeh co-founder of Lotus Rosery, actor Jason Jabbar, and musical artist Cam the Artisan, amongst a selected few.
For the curation of the event, The Athlete’s Foot partnered with William Harper, an Atlanta native and founder of 404 House Productions, to help explore the significance of connecting with Atlanta’s Gen-Z cultural pulse. “We worked with seven amazing content creators in their own separate fields,” Harper said. “We tried to diversify them as much so that the regular everyday consumer that comes in can see themselves.”
Scattered throughout the store was signage detailing each creator and their vocation. Among them was Logan Weaver, a 24-year-old stylist and designer originally from Columbus, Ohio, now based in Atlanta. Growing up, Weaver developed a deep affinity for the Air Max shoe while remembering detailing her troubled middle school experience filled with bullies, “Honestly, I hated middle school, but my kicks always made me feel better. I got bullied a lot in school, but I always had my own personal style,” said Weaver.
Central to The Athlete’s Foot strategy is the seamless integration of digital elements within physical retail spaces. The Athletes Foot Social Media Specialist Azya Glass highlighted the incorporation of augmented reality (AR) and virtual reality (VR) experiences, allowing visitors to interact with the store environment and participate in immersive activities. Collaborations with AR/VR content creators and another highlighted Gen-Zer, such as Julian Slater, 27, alias “tech man 7.0,” which had guests virtually shooting hoops as if they were playing an arcade basketball game, while inside the giant “air bubble” meant to evoke the very same design language in the trademark shoe.
Moreover, the redesign of The Athlete’s Foot store concept, exemplified by their new 3.0 concept, which infuses digital elements such as LED screens, neon lights, and hyperlocal signage, Nike aims to create a consumer experience tailored to each store’s identity inside their community.