Every year Nike celebrates Air Max culture worldwide by means of Air Max Day. Nike reached out to us to come up with a creative concept for the Amsterdam neighborhood. The ask was to involve the next generation of Air Max lovers while still incorporating the OG’s of the sneaker game. A three-week program was built based on six different sneaker releases. We created a concept where a few upcoming Amsterdam-based parties were involved to collaborate with street culture pillar Patta in a curated space on the infamous Zeedijk. The program included talks, dinners, runs and much more. In addition we took care of all content creation around the project.