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Nike Air Max Graffiti Stores

To launch its new Air Max line, Nike, in partnership with the agency AKQA, decided to make the new models available in a different way: transforming famous graffiti from the city of São Paulo into virtual stores.

In partnership with Instagrafite, the largest collaborative gallery in Brazil, Nike invited street artists owners of the most iconic graffiti in São Paulo to "wear" the new Air Max models to their characters in their graffiti works. From then on, through geolocation, the respective sneakers were only available for sale to those who were in specific locations, close to the graffitied works.

In this project, Webcore was responsible for the integration of geolocation with Nike's sales platform, ensuring that only those who were present at the graffiti site had access to the sneakers related to that work.

The action was successful not only for its innovation but also for its message of valuing the art and culture of graffiti in the middle of the city of São Paulo.

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The project won Grand Prix at Cannes Lions 2019 in the Media Lions category. Yellow Pencil Experiential category. Winner at World’s Best Strategy. Gold at Clio Out-of-Home category. Gold at Effie Awards Brand Experience category.