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Nike’s official ‘Air Max Day,’ introduced in 2014, is an annual holiday falling on March 26th that celebrates one of the brand’s most iconic pieces of footwear—not to mention several special releases in select cities to commemorate the day.

Minimal, imaginative, and heavily reliant on a pastel palette, our installation inside NTNY was a look into the minds and visual branding of Nike’s HTM crew, the creative visionaries behind the holiday’s limited Air Max releases. The trio—consisting of legendary designers Hiroshi Fujiwara, Tinker Hatfield, and Mark Parker—aim to amplify new innovations, reinvent existing designs, and dive into unexplored depths to take the Nike brand to new places—a vision we’ve captured through Rube Goldberg-esque machinery and whimsical contraptions ingrained throughout our installation.

 
photography by Dorothy Hong