Air Max Day 2022: What’s inside the Nike Air Max Bubble?

“Adults see nothing because well… Air is invisible,” said AnalogFolk in its LinkedIn post which celebrates the brand new ‘Magic Is In the Air’ campaign. Nike’s Kids Air Max Day on March 26 featured a campaign that for the first time, targeted the younger generation of sneakerheads in a bid to let their imagination run wild – and come up with all the possibilities that adults simply don’t see.

‘Magic Is In the Air’ was created for kids, by kids and features NIKELAND Airtopia on Roblox - Nike’s very own metaverse world of wonder. The popular gaming platform Roblox has an impressive 43.2 million daily, global users with 67% being under the age of 16, making it the perfect platform for this online world.

“Gen A spends more time in the metaverse than any generation before them. Yet, they typically have no say in the spaces where they play. And the Nike Air Max is 34 years old. To create a connection to the product - we turned over the creativity and control to kids,” says AnalogFolk.

The footwear manufacturing company plays host to the Nike Play Council, consisting of a group of young athletes and various creators who bring Gen A’s sporting visions to life. They used this council to bring to life the “strategy, core concept, and hero content for the campaign”, according to AnalogFolk. “As the lead agency on this year’s global Nike Kids Air Max Day, AnalogFolk Amsterdam developed the strategy, core concept, and hero content for the campaign. 

AnalogFolk continue, “Huge thank you to our EMEA-based Nike clients and partners on the Global Brand Experience team for the magical Airtopia experience in Nikeland. Also kudos to all of our partners in play around the world who helped extend the campaign in various physical and digital channels. 

“Discover more about Airtopia on Nike.com and come build with us in Nikeland!”