The first entirely virtual rendition of Nike’s Air Max Day celebration through a digital experience that featured exclusive timed events from 15 participating Nike geographic locations, more than 100 pieces of original content, a live stream from the Nike Campus, a virtual 3D guided tour of an athlete’s closet, exclusive content from Travis Scott, and more. Available for only 24 hrs on March 26th, hundreds of thousands of Nike members from across the globe visited the site, logging more than 5.7 billion virtual miles in the process.

This AMDWW experience leaned into the notion of travel as a shorthand for discovery and exploration. After signing up for a Nike.com account, visitors to Air Max Day were encouraged to create an AMDWW profile (customized with their favorite silhouettes, of course) and navigate between fifteen city pages, uncovering new content and timed events along the way. As they moved from one city to the next, users accumulated city stamps and virtual miles in a shareable digital passport that kept a record of their virtual travel throughout the day.

As part of the engagement, we also created a variety of other tentpole items, including a stylized short film about the history of Air Max, created in conjunction with the archivists at DNA, the Department of Nike Archives. Not to mention a LiDAR-scanned 3D tour of New York Giants’ running back Saquon Barkley’s sneaker closet, complete with video commentary from the man himself delivered via hotspots.

Built from start to finish in 10 weeks, the project was one of the most ambitious to be launched on Nike’s .com.