Nike's Air Max Installation Customizes Shoes to Match You, Right on the Spot

R/GA Is Behind the Idea to Celebrate the Trainers' Special Day

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To celebrate Nike's official Air Max Day, on March 26, R/GA London has created an interactive installation that generates personalized Nike Air Max designs based on what a person is wearing.

Participants in London, Istanbul, Prague, Warsaw, Moscow, Athens and Abu Dhabi can stand on a podium in-store and have their sartorial tastes translated into trainers that match their outfits.

You don't have to sign up to get involved. Any passerby can use the installation, which will create an on-screen image of the customized shoe and then print out the image a couple of seconds later.

R/GA London combined a Kinect motion sensor with its own body recognition algorithms to create the scanning device, which is not affected by other people moving around in the background. The color matching is designed to be dynamic and randomized, so that it generates interesting and truly personal combinations.

Nike established Air Max Day three years ago. The date marks the original launch of the Nike Air Max shoe, and this year it is being celebrated with a global focus on Nike iD and making your own Air Max, with 31 Nike athletes designing their own Air Max iDs that you can then buy or customize.

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Mar 22, 2016
R/GA London
Group Creative Director:
Phil Haworth
Associate Creative Director:
Nick Paget
Associate Creative Director:
Paris Lawrence
Creative Team:
Abdou Cisse
Creative Team:
Akwasi Poku
Creative Team:
Angela Hayrabedyan
Creative Team:
Luca Grosso
Rob Kent
Freddy Herneoja
Technology Director:
Anthony Baker
Senior Software Engineer:
Sebastien Jouhans
Senior Software Engineer:
Agris Belte
Lead Architect:
Jin Sung Yoo
QA Engineer:
Rakesh Bikkumandla
Senior Visual Designer:
Matias Alvarez
Visual Designer:
Josh Yee
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