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A two-week programme for those who follow their own beat; exploring Air as culture and making the unseen visible through sound, art and design.
Introduction
In SP26 we went against the grail in redefining what Airmax means for generation ambitious. Re- positioning AM Day as the undeniable catalyst and provocateur for JHB culture challengers, rooted in Nike’s DNA. The goal was to Inspire the youth to defy doubt, do their own thing, and disregard the never-ending trend cycle. Those who are above the influence operate outside of the algorithm. They’re not concerned with what’s popular because they’re too busy doing.
Our response was the AirMax Residency an immersive 2 weeks of elevated advanced talent refinement — curated for generation ambitious rooted in design, sound and fashion. Championed by thought leaders nfluenced by culture challengers. An audacious step forward built on extensive planning and the intentional recruitment of cultural leaders shaping the future of AirMax.
Recruitment &
Selection Process
Designed as a platform rather than a campaign, the residency sought to rewrite and reset the brand’s meaning through the lens of emerging talent. The response was exceptional, with over 1,000 applicants, from which only 12 finalists were selected — underscoring both the scale of interest and the caliber of creatives drawn to the opportunity.
Mentors
At the heart of the residency was mentorship led by figures operating at the forefront of culture. Fashion was guided by Thebe Magugu, art by Bahati Simoens, and music by DBN Gogo. While each brought a distinct creative language, together they formed a shared ecosystem that encouraged collaboration and cross-pollination. As the residency progressed, participants were pushed to go deeper — to interrogate their practice, stretch beyond comfort, and explore what it truly means to exist across disciplines in a way that is both intentional and expansive. This was not surface-level creation, but a deliberate and rigorous exploration of craft.
Masterclass
Running parallel to the residency and another opportunity for our generation ambitious audience was a critical layer of knowledge sharing. A masterclass, delivered in collaboration with Design Week South Africa, brought together leading voices from the art and fashion industries to unpack what it truly takes to build a sustainable creative career. The conversations were honest, grounded, and necessary — rooted in lived experience rather than theory. From the art world, contributors included Terence Maluleke, Mpumi Mayisa, Lawrence Lemaoana, and Mary Sibande. In fashion, perspectives were shaped by Boogy Maboi, Vusumuzi Ndima, Nao Serati, and Felipe Mazibuko. The emphasis was clear: creativity is not only about expression — it is about sustainability, longevity, and the ability to evolve.
PR & Comms
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Mentee Engagement
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Residency in Progress
Across the two-week program, the residency operated as a living creative lab in motion. Structured around daily workshops, masterclasses, collaborative sessions, and open critique, it fostered an environment where process was prioritised over perfection. Residents were encouraged to work across disciplines, experiment freely, and document their journeys in real time. In doing so, the residency functioned as both a creative incubator and a content engine — producing work that was as authentic as it was culturally resonant.
The Final Exhibition
On the 28th of March 2026, the residency culminated in a final showcase and exhibition held at Keyes Art Mile. The space was transformed into a multi-sensory environment where fashion, music, and art existed in constant dialogue. The exhibition brought together weeks of exploration into a single, immersive moment — not just displaying outcomes, but telling the story of the process, the people, and the culture being shaped in real time.
Latitudes Art Fair
Looking ahead, the AirMax Residency marks the beginning of a broader movement. The next milestone will see the work presented to an even wider audience through a public showcase at Latitudes Art Fair in May. This moment will extend the residency beyond its core cohort, inviting the public to engage with the work and ideas generated throughout the program. As the platform continues to grow, the focus remains on scaling impact and transforming AirMax from a moment in culture into a continuous movement.
Thank You
KEEP IT TIGHT - NIKERUNDOWN.COM
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