Nike's wow-effect extends to all aspects of their products. In recent years, their brilliance has transcended into their environments as they've continuously teamed up with rising designers to blow fresh air into their spaces. This initiative is what brought the trainers brand to London-based agency Rosie Lee, who built a shoe-box-pop-up in Shanghai.

Air Max Day is a global celebration for sneaker lovers to rally together and celebrate their favorite iconic Air Max sneakers. With creative director Mark Flemming at the helm, Rosie Lee were commissioned by Nike to head the launch of Air Max Day in Shanghai. The aim was to showcase the history of Nike’s iconic Air Max by engaging sneaker lovers in interactive and innovative events, focusing on these three key projects. The retail takeover incorporated a series of instore installations creating an interactive and informative experience for the customer. The store was designed to lead the customer on a journey showcasing decades of Air Max heritage. Highlights included an epic digital countdown to Air Max Day, a sneaker wall, genealogy digital hub, foot selfie post, video wall and a deconstructed giant Air Max Zero.

The Nike AMD Pop-up space was created as a fully immersive Air Max experience at Design Shanghai. For the centrepiece, the designers created an oversized, steel framed Nike sneaker box with transparent walls featuring rows of air bubbles exhibiting rare examples of Air Max. To spread the campaign message Rosie Lee launched Mobile Air Max and designed two vans reflecting the colorway of Air Max sneakers. The concept was to provide publicity around Air Max Day inviting clients to interact with AMD incorporating a digital pre-order station via iPad and opportunities to win competitions.