São Paulo is known as the Graffiti Capital of the World and many of its famous characters painted on the walls have feet. So we invited artists to update their own existing graffitis by adding the new Air Max sneakers on them - and the only way to get the sneakers on a limited pre-sale was to visit the walls, access Nike.com and unlock the purchase through geolocation. The Air Max Graffiti Stores transformed the city walls into Nike Stores, inaugurating a new ambient media, leveraging a public space and turning the brand’s e-commerce into a cultural experience.

São Paulo was living a war on graffiti as the governor erased hundreds of them. We then saw an opportunity to add the new Air Max in the street art scene by hacking the ones that survived. By transforming the city walls into Nike stores, we leverage the Air Max drops not only to increase NIKE.COM sales and relevance but to drive this specific audience to a cultural experience which represents the pivotal concepts of Air Max - street culture and urban creativity. During the campaign, the Governor got convicted for erasing the graffitis and we decided to bring back 6 iconic characters erased by him, wearing 6 new Air Max models. Now the collaborative mural lives on as cultural heritage to the city, right next to MASP, the most important museum of Brazil.

The Air Max Graffiti Stores turned the city walls into Nike Stores inaugurating a new ambient media: the feet of graffiti characters. More than reaching our target in places never available before, we became a permanent part of the street art scene of São Paulo. The street stunt was supported by a social media strategy that led to a city page and physical activations, ending up in the pre-sale purchase by geolocation. The idea was not only enhanced and amplified by this game-changing customer’s journey but was only possible thanks to this innovatively use of outdoor medium.