Client:   Nike
Project: Air Max Day

We were asked to celebrate Nike Air Max Day by making the Air Max the most shared sneaker on social media.

We took possession of a behavior and boosted it. Sneaker lovers often take pictures of their sneakers and share them on social media. First, we shifted this behavior by asking Air Max fans to form their initial with their own legs. Next, we used this UGC to create a new alphabet. Then, we developed a tool that transcribed every word into this Air Max alphabet.


To celebrate Air Max Day, we put this language into words with an alphabet created by people’s legs

We developed a tool that transformed any word into this new alphabet

On March 26th, we made Air Max the most shared shoes on social media