Nike’s Air Max line has turned 34 years old. To mark the moment, the sportswear brand has enlisted a bunch of kids to build its presence in online gaming platform Roblox.
In 1978, Nike debuted ‘Air Tailwind,’ the first shoe made using air-cushioning technology, followed up by the iconic Air Max 1. Fast forward to the present day, the designs and colorways may differ, but the recognizable bubble on the sole of the shoe remains largely the same. Building on this, creative agency AnalogFolk brought an important question to the brand: inside the bubble is where the magic lies – adults see nothing, but what do kids see?
The question was the catalyst for what became the ‘Magic is in the Air’ campaign – a story of a spaceship that has crash-landed in the metaverse, letting loose a bunch of aliens. To progress, users have to open the portal that floats above Nikeland in Roblox.
Everything is seen through ‘kid vision’ and encourages youngsters to embrace their creativity and imagination through the Nike lens. It takes the playful nature of youths, the heritage of an iconic sportswear brand and the innovation of the metaverse to create a connection between young people and the product.