For Nike, 2017 is the 30th birthday of the Air Max. This event will be marked by several actions around the famous sneakers, as the creation of Air Max concepts by 12 designers, the Revolutionairs. We interviewed the French creative Clément Balavoine about it.

The Air Max Day will also be the occasion of the relaunch of the Air Max Atmos Elephant, imagined in 2007 by the Tokyo-based shop Atmos. In 2016 Nike asked to the internet users which Air Max they wanted to be relaunched in 2017. The Air Max 1 Atmos Elephant was chosen. For the launch, the “Swoosh” brand imagined a pop-up store in Paris, in partnership with the Tokyo shop Shinzo. Opened from March 16th to 18th, the space staged the shoes in a setting paying tribute to the architecture of the Japan capital and also to the Japan culture. Neon lights on the walls, arcades video games or pictures of Tokyo buildings façades that make the city famous. A set-up photographed by William K.