Air Max Day 2025: Nike presents the Dn8

The eight designs of the Dn8 attracted the audience from the street to the shop window. The shoes awaited their moment in the spotlight on circular displays spread across the entire window area and flanked by two LED walls. And then it came – in the form of a mobile robot complete with an arm. Following a programmed pattern, the bot selected a Dn8 model and activated the world of that shoe: color and lighting on the displays, throughout the window, and even inside the HOI, as well as matching video content on the LED walls. Incidentally, the shop window wasn’t just impressive from the outside – a transparent glass back panel allowed visitors to see the robots and Air Max models from the experience area inside the store.

Active outside, inspiring inside: The lighting mood of each of the eight models was reflected in the arena. Depending on which shoe was currently in the spotlight in the shop window, the ceiling LED installation – naturally in the shape of an eight – lit up in red, blue, purple, etc. The “experiments” on the floor below came to life to match. Futuristic-looking pods – some of them interactive – illustrated the special features and history of the Dn8. The DNA of the Dn8. Each pod embodied two model colors. Some were equipped with proximity sensors that automatically triggered the experiments, while others could be controlled by trackpads, making the pods not only informative but also fun for visitors.

“The Air Max Day campaigns always stand out, especially in the flagship store in Paris. They are complex, innovative, and impressive. They are an opportunity to constantly reinvent not only HOI, but also ourselves as a service provider. When the end result is an installation that is just as sophisticated and runs as smoothly as the product itself, not only is the customer happy, but so are we.” – Sebastian Hofeditz, Project Manager at satis&fy.