For Air Max Day on March 26, 2019, Nike released no new sneaker. It launched Give Fresh Air instead: from March 18 to April 13, people donated new and gently worn sneakers at partner boutiques, working with local organizations. Hypebeast listed 16 partner retailers in the United States and Canada, from Undefeated to Livestock. We made it internally, Nike Brand Design EMEA with Nike Sportswear, and Nike Brand Design briefed and creative directed the outside agencies.
Why it looks like this
Don’t buy. Give.. Nike’s statement called Give Fresh Air “a rally cry to unify sneaker culture around a shared passion to ignite change,” and closed with “This Air Max Day, don’t buy. Give.” Complex reported that releases planned for the day moved to the following months.
3.26.19 will not be about buying sneakers, it will be about giving them to others.
Nike, Air Max Day 2019 statement, source
