We had the creative challenge of increasing the conversion rate of Nike's e-commerce while creating cultural relevance to the brand in the street culture.

To achieve this goal we built a strategy using the cultural scenario in our favor: São Paulo is known as the Graffiti Capital of the World, and at the time this heritage was at risk once the city was living a war on graffiti as the governor erased hundreds of them. We saw in this context an opportunity to add the new Air Max in the street art scene by hacking the most relevant and buzz-worthy urban environment at the moment: the surviving graffitis - using them as the first ones to wear the new Air Max sneakers. In partnership with Instagrafite, Brazil’s biggest street art collective, we invited the most culturally relevant Brazilian artists to update their own existing characters with the new Air Max models. Every week, a new drop, in different regions of the city. With this project, Nike tapped into the street culture and urban creativity - essence of Air Max concept - increasing the customers' affinity with the brand and reaching a long-term commercial success, as the project became a profitable platform for new releases.