Inside Nike's Air Max Convention in New York

All images: Hypebeast

After Hong Kong just opened their doors of a neon wonderland to every sneaker head in the city, New York has done the same. Presenting a paradox of interactive and informative notions about the Nike Air Max's, the sports-luxe brand has given an innovative insight into what goes on behind the most Insta-worthy sneaker. With a time lapse on how the Air Max was born, the New York based convention deconstructs the construction of the sneaker with heavy reference to it's cultural relevance today.

Also, the digital dream showcases a concept called 'Vote Back' a notion where visitors can vote for their favorite Nike past time to bring it back, which will be announced at the end of the week and re-released on Air Max Day next year. With an addition of a special customisation section, installations and dedicated areas to Hiroshi Fujiwara, Tinker Hatfield and Mark Parker called 'The HTM Room' which combines the history, marketing and everything else to know about the street friendly sneaker. Now open to the public, register here.

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