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A Photo Report on NIKE AIR MAX DAY in Shanghai (March 2026)

なぜ、あのコラボは売れたのか？ 🌟 キャラおしゃ研究所

Shanghai Fashion Week was held at the end of March 2026. The official sponsor for the footwear category at Shanghai Fashion Week was adidas.

NIKE launched a guerrilla counter-attack with an event called AIR MAX DAY.

↑ I've uploaded a video to YOUTUBE https://www.youtube.com/watch?v=PG9BNMyPdJc

Inside the store

The space was renovated while maintaining the atmosphere of an old street-side shop (like a traditional candy store in Japan). Focusing on the nostalgia of the late 80s to 90s, it was created in collaboration with artist Jose Wong . The space was packed with over 60 types of snacks inspired by AIR MAX, retro games, and collaborations with local creators, wrapped in a 'super local' attention to detail.

By using sneakers as a key to reinterpret the nostalgia of both old Shanghai and AIR MAX, it was dropped into a stage set that everyone in the Chinese-speaking world would recognize.


By allowing visitors to experience such regression and reconstruction, the detour spot became a hangout for people to gather, transforming into an immersive space to enjoy the homage. It became a space where one could feel the design, passion, and community of AIR MAX.

The exterior, even featuring laundry hanging out to evoke the feeling of old Shanghai


Even the coin-operated electric rides that start moving when you insert a coin are AIR MAX-themed
Street kids were gathering around in droves
A commemorative photo with art director Jose Wong (left)
Shoes were also displayed inside a refrigerator
Even the cup noodles are AIR MAX
Even the cardboard packaging is AIR MAX
Japanese people might have an allergic reaction to seeing food and shoes displayed together
Displayed alongside typical Chinese snacks and appetizers
Even the household altar is AIR MAX
The snack packaging design is also flawless
Shower room
He is sitting on a toilet
The second floor featured AIR MAX models preserved in formalin, an homage to Damien Hirst.
The messages left by visitors made me feel the multinational nature of Shanghai.
Likely a local artist.
In the center of the first floor, there was an object modeled after a classic car with a model sitting beside it.
Photo sessions were breaking out everywhere.
Although there were no special performances, it was a lively event from start to finish.


I contributed an article to the fashion trade publication 'WWD' regarding Shanghai Fashion Week, which was held in March 2026.


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