On Air.MAX

The radio station bringing underground artists to the fore.


To celebrate rebellious creativity this Air Max Day, Nike uncovered the shoe’s rule-breaking roots.

Before Air Max was iconic in the mainstream, it was popular with icons of the underground. Thanks to underground artists who flexed the shoe on their feet and on-air through lyrics, Air Max became a name.



Now that Air Max is mainstream, it’s time to give back to the music that shaped the shoe.

Nike paid homage to today’s underground talent the same way artists brought up Air Max back then – through radio airwaves.

Airing live from JD Sports NYC, On Air.MAX was the first radio station that dropped new shoes and put emerging artists in front of Air Max’s mainstream fanbase.


Nike has left a permanent footprint on today’s underground.

By giving rising artists’ mainstream exposure, On Air.MAX solidified Air Max as the unofficial sponsor for underground music and rebellious creativity.

Nike and JD Sports gave the new generation of underground music an increased following and a huge visibility boost, while connecting the culture back to Air Max.

1M+ equal impressions
839K+ organic impressions
730% daily average fan growth
600+ in-store giveaway participants