Nike is the world’s largest and most iconic sportswear brand, and Foot Locker is one of the world’s largest sneaker retailers. Foot Locker is constantly looking to stay relevant with a Gen-Z sneakerhead without alienating their core millennial consumer.

Our goal was to leverage Air Max Day, a social media holiday inspired by Nike’s Air Max sneakers, to spotlight Foot Locker’s heritage as the go-to destination for sneakerheads.

To reach audiences at scale, we used a 90’s themed cable TV network construct to create a high volume of content for Gen Zs and Millennials.

However, the most important objective was to engage tastemakers in the sneaker community. They have the heaviest influence on our consumers, and we had to connect with them in a meaningful way so that they would share the experience with their audiences.

To launch a Nike Air Max collection inspired by the 90s for global retailer Foot Locker, we designed a shoebox that mimicked an early 1990s cable box.

Working hand-in-hand with Nike engineers, we designed three-dimensional elements including buttons and foot pegs, and carefully created ventilation panels along with custom metallic warning labels. To further bring the “cable box” to life, we applied a lenticular panel to simulate the movement of the clock, highlighting Air Max Day (AMD) and its official date showcased as time (3:26).

What’s a cable box without a remote control and TV Guide? As part of the campaign, we created a real functioning remote for people to interact with different DYA channels, as well as a retro-styled TV Guide that showcased Foot Locker’s show line-ups, sneaker horoscopes, crossword puzzles, full-page vintage ads and more.