Max's Lab: AM1 Low Poly Experience

To launch the Nike AM1 Low Poly, we created Nike’s first scaled pre-order experience—brought to life through a retro-gaming-inspired campaign designed to blur the line between reality and illusion. Every touchpoint engaged the audience in a world that merged digital storytelling with commerce in a fresh, interactive way.

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At the center of the campaign was Max, a cheeky character that was first introduced in 1996 by Nike to explain its new Max Air cushioning. Nike rarely explores the origin stories behind its characters, which gave us a unique opportunity to build lore around Max and create brand equity for a new generation. The Lab was designed to be modular and repeatable, the campaign also set the stage for future colorway activations within the .SWOOSH platform.