Nike Air Max Day 2016 @NikeTown NY

Introduced in 2014, Nike’s official ‘Air Max Day’ is an annual celebration falling on March 26th that pays homage to one of the brand’s most iconic pieces of footwear—not to mention the highly anticipated unveiling date of several limited Air Max models.

Minimal, imaginative, and heavily reliant on a striking 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 the Rube Goldberg-esque machinery and whimsical contraptions ingrained throughout our installation.

Happy Air Max Day.

photos by Dorothy Hong