Nike Air Society

The Nike Air VaporMax is about as versatile as a shoe can get. We needed to show a young, Toronto-centric audience how and where to wear it amidst high-heat summer, with a focus on street style.

Nike Air Society came to life, with Queen Street West as our runway, disrupting our target both physically and digitally with inventive and shoppable OOH window installations featuring limited-edition collaborations with local designers and muses. To inspire our audience OFF the runway, we brought the looks online through an immersive e-comm build, air.to, highlighting three distinct looks from the shoe up.

Nike Air Society positioned VaporMax as the future of Air innovation, reframing it as a day-to-night luxury staple, igniting style and creativity across 110+ pieces of coverage and 1.12M impressions.