Case Study: Nike reimagines Air Max for Gen Z in Southeast Asia and India with Amplify

Nike launches Air Max Dn across 5 markets with Amplify

Nike faced the challenge of reconnecting its iconic Air Max line with the next generation, Gen Zalpha, in South East Asia and India, as this new audience lacked their own cultural narrative for the product. Amplify helped address this by developing a strategy centered on a crew of multi-hyphenate creators termed 'Maxximalists'.

Amplify's solution involved creating a series of 'Day in the Dn' mini-vlog films that lived on the creators' own channels, showcasing the new Air Max Dn shoe enabling unreal moments in major cities. This was followed by a co-created 'Unreal Lookbook' video and culminated in a series of in-person 'Unreal Studio' experiences during Air Max Week 2024, allowing the audience to step into the vibrant worlds created by the local Maxximalists.

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