Nike Tuned Air 25th Anniversary

The Brief

In 1998 shoe culture in Australia was set to change forever, Nike had just released the Nike Air Max Plus, aka the Tn. Affectionately know as the “fuck you shoe” due to links with graf and hardcore music scenes,
this iconic shoe would become a staple within counter culture communities of Australia. We were approached by Footlocker and Nike to celebrate its 25th anniversary. 

The Execution

There’s nothing more nostalgia-inducing within Australia than the corner store. We built a temporary corner store in Western Sydney to celebrate the staunch subculture and iconic brand identity that is the Tn. With the interior featuring fridges and shelves stacked with custom-branded products like scratchies, soft drinks, slushies, cereals, gum, and newspapers. The exterior created impact with a large-scale mural and graffiti moment on the building’s wall, a Tn phone booth, and a 1998 BMW E30 parked out front.

A curated Nike Tuned Air museum was also held behind the store to connect the old and new, and represent the launch of globally renowned Sneaker Freaker’s STAY TUNED book in collaboration with Foot Locker. The museum was brought to life with the input of notable artists and collaborators embedded in the local community, featuring archival pieces from all over the world, shipped and displayed as an exhibition.