Social media influencers and followers were prompted to customize blank templates of the Nike Air Max in their own styles and post the personalized designs on their Instagram profiles, using the campaign hashtag.

For a few weeks in March 2017, we placed a template of a blank Air Max sneaker on Nike's Instagram Stories with a prompt:

“A new #AirMaxChallenge with @nikesportswear to celebrate the #airmaxday. Visit my stories to participate for a reservation code to get your AirMax.”

Fans and followers were invited to add their own designs using Instagram Story tools.

Users would color the blank templates of the Nike Air Max in their own styles and posted the personalized designs on their Instagram profiles, using the campaign hashtag.

Besides showing their passion by waiting in line outside of the Nike store 24 hours prior to the product launch, we made them to bring their fanaticism to social networks in a playful way.