Nike launched a "Color Your Air Max" campaign that included distributing a 56-page magazine allowing readers to color drawings of Nike Air Max sneakers. Using augmented reality on a smartphone, readers could see their sneaker designs come to life in 3D. The campaign objectives were to generate brand awareness on social media, celebrate the 30th anniversary of Air Max, engage consumers, and develop the iconic Air Max identity. It increased sales of Air Max shoes and Nike's presence on Instagram as many shared and viewed their sneaker designs.

1. NIKE
“Color Your Air Max”
Campaign
Digital Digest 1
Kavya Limbachiya (119320158)
MRK634SBB

2. Campaign Video
https://www.adsoftheworld.com/media/digital/nik
e_color_your_air_max
Click on the link to view the
official campaign video

3. Brief
➢ Nike published a custom magazine
that lets readers decorate black-and-
white drawings of its Air Max sneakers
➢ Allows customers to see their
creations in a 3D augmented reality
(AR) experience on their smartphones.
➢ Handed out 1,000 copies of its 56-
page "Create with Air Max" publication
at stores in Japan
➢ Mobile users can share their creations
on social media as short animations

4. What were the objectives of
this campaign?

5. 4 main objectives…
➢ Generate brand awareness on social
media
➢ Celebrate the Air Max 30th
anniversary
➢ Keep developing the ICONIC
identity of Nike Air Max
➢ Engage consumers in a branded
experience on their smartphones
nike.com

6. You may ask, why this
campaign?

7. ➢ Allows sneakerheads to show their
creativity and style
➢ Allows an innovative experience
through the use of Instagram edit
tools
➢ Leveraged the leadership of
specific influencers in the world of
sneakerheads and Instagram
➢ Greater brand awareness
➢ Great way to engage with
customers

8. Communication tools

9. ➢ Social media marketing (specifically
Instagram)
➢ Magazines
➢ Connecting with influencers
Nike has always been great at creating two-
way interactions between fans and brands.
Nike optimizes this capability and dominated
social media by creating a sense of
community and connection with its fans. This
campaign specifically caught my eye on social
media because it was engaged with and
advertised by many people.

10. Results

11. This “Color Your Air Max” campaign
dramatically increased sales for the Nike Air
Max shoes. Customers were lining up outside
of stores across many different countries to
ensure they were able to buy the new Air
Max’s. The campaign also increased Nike’s
presence on Instagram, with many people
flooding Instagram with their own designs.

12. My final thoughts

13. ● This campaign sparked a lot of attention
worldwide
● Used popular Instagram influencers to
build brand awareness. Nike reached out
to sneakerheads specifically to promote,
which I believe was a clever move
● This campaign also allowed customers
to get more of a hands on experience
and use their creativity. Doing so created
more of a memorable experience for
current and potential customers
● Made consumers feel that they’re worthy
of their attention and loyalty
● By connecting with influencers through
influencer outreach, Nike reached a
larger audience

14. THANK YOU

15. WORKS CITED
● “5 Components of a Good Marketing Campaign - Best
Value Schools.” BestValueSchools, 24 Mar. 2021,
https://www.bestvalueschools.com/lists/components-
of-a-good-marketing-
campaign/#:~:text=A%20successful%20ad%20campaign%
20can,hook%20and%20a%20solid%20offer.
● “Color Your Air Max - the Shorty Awards.” The Shorty
Awards 2021, https://shortyawards.com/10th/color-your-
air-max.
● David Gianatasio on Jul 09 2020 - 9:15am twitter fac, and
David Gianatasio@DaveGianDavid Gianatasio is senior
editor at Clio Awards.More from David Gianatasio. “Nike
Made an Air Max Coloring Book That Soars to Life in Ar.”
Muse by Clio, https://musebycl.io/digital-data/nike-
made-air-max-coloring-book-soars-life-ar.