Description: Anyone who’s ever owned a sneaker has at one time or another ridden on Max Air. From the college athlete setting a school record to the devout collector finally finding the OG ‘93 in their size, everyone has a story to tell. Nikeair.com uses the inspirational tales of athletes, experts, collectors and icons to show the infinite ways Air Max has touched us all over time. This experience culminates with the launch of Air Max 360.

The TV and print campaigns showed vignettes of self-expression to create awareness and drive traffic to NikeiD.com. To demonstrate the NikeiD experience to a broad consumer base, we created a Flash banner campaign to run across sites like Gawker and MTV.Times Square passers-by participated in the world's first cellphone-controlled, commerce-enabled interactive experience. They could design the Nike Free 5.0 shoe live on the 23-story Reuters sign. After calling an 800-number featured on the sign, a caller was given one minute to design the shoe. They received a text message with a link to the Website, to complete their design.