Nike AF1 'low poly'
max’s lab

Nike’s first scaled pre-order experience was brought to life through a retro-gaming-inspired campaign for the Air Max 1 ‘Low Poly.’ Like the sneaker, this campaign was designed to blur the line between reality and fantasy. Every touchpoint engaged the consumer in a world that merged storytelling with commerce in a surprising and interactive way.

To launch ‘Low Poly,’ we started with Max’s Lab, an immersive experience filled with never-before-seen Nike experiments.