Briefed to create an unforgettable launch for Nike’s Air Max Dn and celebrate Nike’s annual Air Max Day in our home city, London, we designed, produced, delivered, and a brand first for Nike; The Dn Car Boot.
An adaptation of the ritual weekend activity for Londoners in the city- this project saw us design and manage the project, production, and partnerships for the occasion, taking place at the city’s notable Hoxton Docks. Weeks prior to the event, motion and still graphic teasers designed by our in-house design team were released across both brand and partner channels. Within the first 24 hours of release, 2000+ member sign ups were gathered.
Building immense hype ahead, event night saw SNKRS Members arrive in hundreds, greeted by the sounds of Foundation FM as well as rooms worth of car boot traders, retro gaming, live tufting from Currie Goat, sneaker cleaning from Sneaker Lab, trims from SliderCuts and nail art from Suki Nails. Keeping members fuelled, a London classic- Willy’s Pies, served up pies and an ice cream van saw the delivery of unreal Dn chip cones and ‘Nike Cuppas’- chipped antique cups filled with vegan panna cotta.
Sourcing and partnering with independent creative traders across the city, we collaborated with Soldier Boyfriend, Johanna Parv, Dolly, Greater Goods, PASTDOWN.STORE, Splitdat, Holsales, Octi, Peachy Den, Peak Television and Goodhood to bring the car boot sale to life, all selling their own product throughout the night.
Offering loyal followers of the Air Max a first dibs at purchasing the triple black Air Max Dn, members were also gifted a raffle ticket upon arrival, inviting them to take part in the official Dn raffle drop- with limited edition prizes from the creative vendors up for grabs.
Performances from CityBoyMoe, Lola Young and a surprise visit from DJ & Producer Izzy Bossy closed the celebrations- putting the Air Max Dn on the map as a part of the uniform of the city.
CLIENT: NIKE
WHAT WE DID: DESIGN, PRODUCTION, INSTALLATION, CREATIVE PARTNERSHIPS, EVENT & TALENT MANAGEMENT
LOCATION: LONDON
COLLABORATORS: SOLDIER BOYFRIEND, JOHANNA PARV, DOLLY, GREATER GOODS, PASTDOWN.STORE, SPLITDAT, HOLSALES, OCTI, PEACHY DEN, PEAK TELEVISION, GOODHOOD, CURRIE GOAT, CITYBOYMOE, LOLA YOUNG, FOUNDATION FM, IZZY BOSSY, SNEAKER LAB, SUKI NAILS, SLIDERCUTS, WILLY’S PIES, CATER LDN, FOREST BIKES