Campaigns Retail

Nike celebrates Air Max Day with sneaker exhibit and sale

For this year’s Air Max Day, Nike is hosting an exhibition featuring 20 rare sneakers and giving consumers the chance to purchase them.

Titled “Rair”, the London-based exhibition is curated by media platforms The Drop Date and Sneaker Freaker, while streetwear resale platform StockX is stepping in to facilitate the sale of a selection of the shoes on display.

Twenty iconic Air Max styles will be on display, including the Parra x Nike Air Max 1 “Cherrywood” sneaker, which recently sold for £4,500. To ensure sneakerheards leave well-versed on each style’s history, individual shoes will be accompanied by a short description.

Nike’s Air Max Day is an annual celebration that takes place on March 26, the same date of when the first style of the shoe launched in 1987. Earlier this month, the brand launched a virtual store where limited edition items could only be purchased if the user had already bought an Air Max in the first place.

This year, the sportswear giant also launched “Give Fresh Air”, a campaign that encourages consumers in North America to donate their new or gently worn sneakers to partnering retail stores, which will then be distributed within the community.

Meanwhile last year, amidst the buzz surrounding gaming app HQ Trivia, Nike teamed up with the platform to sponsor a game that gave away 100 limited edition sneakers to lucky participants, as well as a grand prize of $100,000.

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HQ Trivia announces sponsored games with Nike and Warner Bros partnerships

HQ Trivia
HQ Trivia

Gameshow app, HQ Trivia, which was founded by former Vine co-founder Rus Yusupov and Colin Kroll and has gained millions of users since launching in August 2017, has announced its first brand partners, Nike and Warner Bros Studios.

The app, which hosts trivia-like shows twice-daily where users can compete to earn money, offers its Gen Z users the chance to participate in gamified experiences that brands are now beginning to leverage.

On Nike’s Air Max Day celebration on March 26, the sportswear brand teamed up with the gaming app to sponsor a surprise bonus round with a $100,000 grand prize. The game also gave away 100 limited edition Nike x HQ Trivia Air Max shoes to lucky participants.

HQ Trivia x Nike Air Max
HQ Trivia x Nike Air Max

Meanwhile, according to AdAge, the Warner Bros deal is worth $3m and is set to promote three films, starting with Steven Spielberg’s Ready Player One. Launching on Wednesday (March 28), the app will host a $250,000 game featuring questions related to the film.

By creating a 21st century version of traditional TV gameshows such as “Who Wants to be a Millionaire?”, HQ Trivia is playing on many aspects of how younger consumers engage digitally, such as constantly seeking new, one-off experiences that challenge them and give them a sense of having to ‘work for it’.

The app itself, however, only comes to life twice a day and for 13 minutes at a time, which is the length of a game show. It’s the perfect example of digestible yet scheduled programming – the opposite to the on-demand economy we’ll all become accustomed. It’s guaranteed at a specific moment in time, offering the same level of predictability that traditional TV used to. Shows are hosted live – often with guest hosts which have included Jimmy Kimmel – at 3pm and 9pm ET.

Prior to the sponsorship deals, its largest jackpot to date had been $50,000, and its record high for players in one game neared 2.2 million during this year’s 90th Academy Awards on March 4.