The event was the culmination of a week-long promotion leading up to the global all-day celebration of the iconic trainers. In London, bespoke Air Max jewellery was seeded to leading sneaker retailers, with the first 30 customers to buy Air Max given either solid silver or gold sneaker pendants.
The party involved a showcase of the Air Max genealogy, the Air Max selfie arena and a projection-mapped air room for the recently launched Air Max Zero.
The crowd of sneakerheads included Nike athletes, such as sprinter Adam Gemili, and celebrities including Example, Ella Eyre and Professor Green. Music acts included Skepta, BBK, Novelist and DJ Logan with catering provided by Hackney-based chicken restaurant, Bird.
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