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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