Nike, Air Max Melbourne Department | Amplify Brand Experience Agency

The Melbourne Department

Amplify + Nike AU invite young creators to create the unimaginable…

Challenge

Amplify were challenged to establish the new Nike Air Max 720 as an icon in Melbourne and highlight Air Max’s work as a global youth platform.

Insight

Nike has always been a leader in encouraging young people to believe in themselves and be involved in culture (sport, or otherwise) at a grass-roots level, using their 30 years of experience to turn imagination into reality.

Strategy

Encourage the audience to ‘Just Go Bigger’ by sharing tools and knowledge that could empower them to imagine the future of Nike. Use the Air Max 720 to inspire them to be part of the global Air Max Day and be part of a creative conversation, amplified by partnerships and local influencers.

Solution

Nike ON AIR Presents: The Melbourne Department.

A weekend of workshops, discovery experiences, exhibitions and music, that tapped into Melbourne’s exciting creative scene to create an experimental lab.

We took over FAB9, the city’s newest ‘makerspace’, where six workshops were led by Melbourne’s most compelling creative voices and Nike designers, covering topics from material exploration, typography and colour to industrial design and film.

The workshops produced some impressive work, which was displayed in an immersive, live exhibition. We wanted to prove to our youth audience that they could experiment and invent their own Nike Air concepts that would evolve as more ‘unimaginable’ ideas were imagined on the day.