Nike Created a Pirate Radio Station to Pay Homage to Underground Music for Air Max Day

Nike Air Max Day launched in 2014, long after the sneaker had become a staple of grime and hip-hop scenes from the late ‘80s well into the 2000s. Though the early days of these subcultures have come and gone, these movements live on in new music scenes around the world. The historical connection between underground music and Air Max remains undeniable.

For 2023’s Nike Air Max Day on March 26, the brand paid tribute to the music scenes that helped catapult it into legendary status. Teaming with JD Sports alongside agency partner AKQA, Nike created ON.AIR.MAX, a radio show broadcasting live from JD Sports’ Times Square location.

Featuring a day of live broadcasts, the show allowed audiences to revisit the vibes of classic pirate radio while remaining rooted in the present by highlighting modern-day artists. Giving a nod to the radio giveaways of days gone by, the promotion offered old-school listener call-ins for prize packs while in-store customers unlocked the JD Sports exclusive launch of the new Air Max Pulse.

Rebellion and passion in a sneaker

Up-and-coming artists, including Kilopatrah Jones, Grabba Ranks, Khalil and Hu Dat, were featured throughout the day. Bel-Air star Jabari Banks also made a personal appearance in-store.

“It’s so inspiring to see the new generation come together to celebrate what Air Max truly is about—passion and rebellious creativity—two traits that underground artists embody the best,” said Luciana Cani, AKQA executive creative director, in a statement.

The Air Max has a special place in advertising history. Its debut ad in 1987 was the first TV advertisement to feature a Beatles song. Air Max Day 2023 was accompanied by OOH promotions paying tribute to the Air Max 1 via a 3D billboard in Hangzhou, China.

“We’re especially thrilled that this celebration comes to life through a radio station—because it’s super impactful for underground artists to hear their music on a mainstream broadcast. And for a generation that rarely interacts with radio, this is such a memorable and unique way to connect them with new artists and Air Max,” Cani said.

CREDITS:

AKQA – Creative

Luciana Cani: Executive creative director

Pedro Sanguiné: Associate creative director

Enoch Lui: Senior copywriter

Cindy Sim: Associate copywriter

Teiano Lesā: Art director

Matt Ostler: Copywriter

Mariana Reis: Senior art director

Teresa Pinho: Senior copywriter

Matthew Morgan: Senior product designer

Osamu Akatsu: Senior designer 

Nora Molinaro: Designer

LungYi Lin: Motion

AKQA – Strategy

Jeff Burgin: Strategy director

Rachel Smith: Strategist

AKQA – Delivery + Production + Technology

Brian Breach: Head of delivery

Heather Harlow: Executive producer

Victor Covington: Project manager

An Doan: Technical director

Kurt Steinke: Director of music production (Townhouse)

AKQA – Client Services

Nick Lawhead: Client partner

Sasheen Turner: Account executive

VTPro – Event Production

Emily Titleman: Executive producer

Alexis Taylor: Producer

Amy DiTullio: Associate producer

Laura Suhok: Creative producer

Nic Christopher: Technical producer

Ian Udulutch: Production assistant

Francis Garces: Production assistant