All too often sneaker releases are monopolized by an elite group who swoop up all the heat. So for Super Bowl 53, we thought, “How can we democratize the shoe drop?”
Introducing AirDrop1, a new kind of shoe drop making it rain Air Force 1s from the cloud. During Nike’s Super Bowl 53 experience in Atlanta, we AirDropped fresh Air Force 1s [and custom jerseys from local ATL designers] to unassuming people in our Nike spaces. That’s right. No sign-ups, no line-ups, just sheer luck. You simply had to be in the right place, at the right time, and the chance to customize pair of AF1s at the exclusive A Ma Maniere store could be AirDropped direct to your phone. Hit accept, and the shoes were yours.
During one of the DJ sets held at the Nike studio space, we air dropped videos to unsuspecting recipients. Each video was a 1 of 1 invite instructing them how to claim their spot at AMM. They got to schedule their experience directly with us through Instagram DMs and then show up the next day to create custom kicks with a stylist.
Team: Carren O’Keefe, Claire Zimmerman, Emma Ziesemer, Bryan Tietge, Roland James, Spencer Tanner
Photographer: Ray Gordan
Production: Fugo Studios