Nike: Air Max Day by Nike Japan

As Air Max Day nears, Nike has taken over a huge billboard in Tokyo’s Shinjuku area with a 3D activation that is catching the attention of locals and social media users alike.

The campaign is running from March 21-27 and features the instantly recognizable orange Nike sneaker box, which bursts open to reveal numerous Air Max styles in multiple colorways while hinting at the inspiration behind each shoe.

Beginning in 2014, sneakerheads across the globe have marked March 26 by celebrating all things Nike Air Max. Notably, this year is the 35th anniversary of the shoe, and fans of the brand are expecting the sportswear giant to drop three new Air Max 1 colorways, with each pair exclusive to a specific region.

Eagle-eyed viewers will also notice a cat’s paw swiping the box right at the very end, and people familiar with Cross Shinjuku will be aware of the infamous 3D calico cat called Nya who resides there. Since July 2021, Nya has interacted with the organization that advertises in the space.