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©2025 Yundi Wendy Zhang
Nike / MAXXED OUT “The Pulse of London.”
A larger than life and interactive Air Max Pulse art installation that was powered by live music.
For Air Max Day, Nike released an entirely new Air Max silhouette – Air Max Pulse. A shoe inspired by the sound of a new generation – engineered to help you move through the streets like you’re listening to that one song.
To launch a discruptive moment that would drive hype amongst Air Max fans and immediately place the silhouette at the heart of the street culture scene, we turned to the underground music scene that inspired the silhouette.
Taking over Peckham Levels in London, an authentic location for the next-gen music scene, we transformed underground sounds into generative art that interacted with a large-scale Air Max Pulse installation, in real-time. By tapping into the underground music scene, we turned the London skyline into our own billboard to launch Nike's latest silhouette.
On the ground floor, a gig, hosted by artist and VJ Daito Manabe, set the tempo. Whilst up on the roof, the giant Air Max Pulse shoe was a OOH canvas portraying a live representation of the people, music and energy on the floors below.