Case Study: Nike launches Air Max Pulse with Amplify's immersive music-to-art experience

Nike launches Air Max Day 2023 with Amplify at Peckham Levels

Nike needed to launch its new Air Max Pulse sneaker for Air Max Day with a disruptive campaign that would drive hype and connect it to underground music and street culture. Amplify was engaged to create an experience-led campaign that would raise the bar for the brand's highly expectant fan base.

Amplify created "MAXXED OUT," an interactive art installation in London powered by the city's music pulse. Using innovative technology, sounds from a live gig were transformed in real-time into generative art that played across a large-scale Air Max Pulse canvas, turning the shoe into a dynamic OOH billboard. This solution successfully sparked an online movement, resulting in Nike Air Max Day 2023 being one of its most successful calendar moments yet.

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