Nike Japan releases ‘Create with Air Max,’ a 56-page AR-enabled zine created via AKQA

AKQA’s Tokyo, Shanghai and New York offices worked together to launch the “Create with Air Max” campaign, an AR-enabled zine that allows users to customise the iconic shoe.

The mixed reality experience is a published work of fans’ stories and interviews by influencers, with a twist. Throughout the printed zine, readers discover Air Max inspired creativity, plus black-and-white illustrations. They scan the blank shoes with a smartphone to generate a floating AR model. As the shoe is coloured in on the page, the 3D model changes to reflect the creation. Once finished an animation of the design can be shared to social channels.

Fans’ imaginations are engaged, and the uplifting spirit of Air Max is spread. One thousand copies of the 56-page limited-edition zine were distributed to Nike stores across Japan as a giveaway. The colouring book is a personalised experience that takes customisation to a whole new level.

VIEW THE CONCEPT

Credits
Assoc Creative Director: Daniel Busch
Creative: August Ostberg
Creative: David Svedenstrom
Group Creative Director: Tim McDonell
Designer & Art Director: Matteus Faria
Brand Editor: Shunsuke Mori
Motion Designer: Zack Chua
Strategist: Kasumi Mizoguchi
UX designer: Gabe Beck
Client Partner: Hideaki Hara
Account Director: Faris Raucci
Senior Project Manager: Eiji Nakamura
Director of Technology: Steven Gutteridge
Creative Technology: Buboy Paguio, Chewy Wu
Tech Manager: Joe Jin
Photography: Andrew Goldie