"THERE IS NO EVOLUTION WITHOUT REVOLUTION" TINKER HATFIELD

In 1987, "The Architect" literally materialized this quote when he created the Air Max but, thirty years later, we can still apply these words to the groundbreaking shoe that delivers the ultimate sensation of Air, the Vapormax. To make our retailers aware of this important milestone, to educate them on "What is Air ?" and to give them practical tools about the Vapormax consumer journey, the French EKIN team immerged Athletes from different stores into a one-day experience whose highlights are below.

To really understand the Vapormax revolution, it's crucial to appreciate the evolution of the Air Max shoes that have been created since 87. To do that, give your guests stickers from eleven Air Maxes that are considered as milestones, let an EKIN tell the story and explain the innovation of each sneaker and you'll get a clear and complete overview of the Air Max timeline.

Before landing onto the Vapormax, browsing all the styles of the Air Max Day collection is a must have. That kind of moment really gives Storytelling its sense and makes sneakerheads become crazy.

In the same way Tinker wanted to make the invisible visible, we wanted to make the Vapormax journey as concrete as possible. That's why our colleagues from Brand, Digital and Retail Brand came on stage and explain how Vapormax would come to life in stores.

SANDY NIELLEZ, Brand Director Running
MATHIEU BADIER, Digital Lead Running
STEPHANIE MAROT, Retail Brand running

The inspiration, the construction or the techs specs. Here are some topics that have been tackled during this deep dive. Of course, selling points as well as the consumer journey gave our guests an exhaustive view of this revolutionary project. An interactive quiz evaluated the retention of the information given through the whole day.

The tagline "KISS MY AIRS" really shows the emotional link people have with Air Max. To give life to this fact, we invited our guests to talk about the relationship they have with their Air Max. The audience selected the 3 winners who have been rewarded by a pair of their choice.

Understanding the past to be able to explain the present and the future, improve the level of knowledge to increase the revenues and stress the importance of the Vapormax consumer journey were the objectives of this training. But, as The Revolution Never Ends, we ensured the follow-up of this day by stores visits and training sessions. Let's get ready for the Future of Running !

CHLOE - JULIEN - CHARLY - PATRICK

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