![NIKE Air-Max Day thumbnail.png](https://images.squarespace-cdn.com/content/v1/5cfd184a83a7c600017a6e5d/1652137261474-8H1J92EJHMIGXKVGGW29/NIKE+Air-Max+Day+thumbnail.png)
Nike - Shake Your Airs
In Spring 2020, at the start of the COVID pandemic, Nike had to scrap the launch campaign of their new Air Max in Italy.
We created a social campaign that turned the Air Max into a symbol of hope for Italians, a country which was particularly hit at the start of the pandemic.
![](https://images.squarespace-cdn.com/content/v1/5cfd184a83a7c600017a6e5d/340397e4-c654-43f2-9359-9621671b2ffc/wuhan-footshake.gif)
In the early days of the pandemic, as handshakes and hugs got banned
a new way of greeting each other started to spread, the ‘foot-shake’.
![](https://images.squarespace-cdn.com/content/v1/5cfd184a83a7c600017a6e5d/8d3c48da-5ac7-4a62-abf1-bb6700e8b4e8/NIKE+Air-Max+Day+KV+2.png)
Together with Nike ambassadors, we challenged our fans to reinterpret the traditional ‘foot-shakes’ into ‘Air-shakes’.
Fans who’d share the most creative ‘Air-shake’ would win a pair of the new Air Max 2090.
![](https://images.squarespace-cdn.com/content/v1/5cfd184a83a7c600017a6e5d/1652135587521-P8U25C3XJFL9349ZNR0M/NIKE+Air-Max+Day+Insta+2.png)
![](https://images.squarespace-cdn.com/content/v1/5cfd184a83a7c600017a6e5d/1652135587750-0ZQOXLCEHEYXCB9BEFTD/NIKE+Air-Max+Day+Insta+3.png)