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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
For SP26, we redefined Air Max re- positioning AM Day as the undeniable catalyst and provocateur for JHB culture challengers. Rooted in Nike’s DNA and inspired by the Airmax 90, it encouraged a new generation to rise above the influence, defy trends, and create on their own terms.
The result: The Air Max Residency an immersive two-week program advancing talent across design, sound, and fashion, led by cultural leaders shaping what’s next.
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.
Marketplace
For retail we led with two silhouettes the Airmax 90 & 95. On Airmax Day, retail partners maintained the momentum with activations to close off Airmax month. Jack Lemkus, hosted a 32 player FIFA knockout tournament in store with the winner walking away with a store shopping voucher and a pair of AM95.
Shelflife, our NBHD partner, sold out the AM95 OG within 4 hours of going live.
Sportscene, our athletic specialty partner turned their retail space into a soundstage with an overhead audience. 6 artists performanced across genre’s, the objective was to celebrate the misfits, the unexpected characters that are moving Joburg’s sonic ecosystem.
Masterclass
Running parallel to the residency and another opportunity for our generation ambitious audience was a critical layer of knowledge sharing. We had 150 attendees attend 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 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.
PR & Comms
Total Impressions
336K
Total Reach
382K
Engagement
34K
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.
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
Breaking the mold, this was not the end of the journey. As the AirMax Residency concluded, the work evolved into something larger than the program itself. The next significant milestone saw the work presented to an even wider audience through a public showcase at Latitudes Art Fair. This exhibition extended the residency beyond its core cohort, creating an opportunity for the public to engage with the ideas, creative outcomes that emerged throughout the program.
Thank You
KEEP IT TIGHT 2026 - NIKERUNDOWN.COM
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