Nike / Brand experience · Sneaker cultureSão Paulo, Brazil

A city with Air.

Festival Pira No Meu Air

My contribution: Creative strategy for brand activations

Thirty-five years of Air Max became a festival across São Paulo’s sneaker hubs, with nail art, DJ sets, conversations, and an Air Max Day finale.

Sneaker enthusiast holding a Nike Air Max at the Pira No Meu Air festival

01 / The starting point

For its 35th anniversary, Air Max had a history to celebrate and a local scene giving that history new meaning. São Paulo’s sneaker hubs provided the setting for a celebration shaped around the culture of the city.

02 / The creative direction

Build a festival with several ways in: what people wear, listen to, create, and talk about. Spread the programme across sneaker hubs so the anniversary could unfold through the places and interests shared by enthusiasts.

03 / The execution

Pira No Meu Air brought together nail art, DJ sets, cultural talks, podcasts, and exclusive editorials. The programme unfolded across São Paulo and culminated in a finale on Air Max Day.

Experiential marketingCultural programmingCommunity activation