Nike Celebrates Air Max Day With Multi-Sensory Experience at Dubai's Burj Khalifa
Accompanied by a regional soundtrack produced by Warchieff and artist Sonya.
Marking 36 years since the release of the Tinker Hatfield-designed Air Max 1,
In hand with being the world’s tallest tower, Dubai’s iconic Burj Khalifa doubles up as a supersize billboard — year-after-year hosting prolific experiences. This time the sportswear brand takes over the city’s landmark with an extravagant multi-sensory display projected onto the tower’s facade to celebrate the March 26 milestone.
As part of the celebrations, Nike has teamed up with two of the region’s burgeoning talents to create a soundtrack inspired by the iconic silhouette as well as the city’s spirited energy. Connecting Saudi-based producer Warchieff with UAE-based artist Sonya, the pair tap into culture, community, and self-expression — core values championed by the brand.
Nike
Nike
Fusing traditional Arabic music with futuristic beats whilst incorporating vibrant visuals that channel the region’s energy, the track ushers in a contemporary sound for the music community. Speaking on the campaign, Warchieff explains, “With this soundtrack, we tried pushing the idea of an old Arabic funk in an electronic landscape to create a groovy rhythm with our region’s sounds.” Whereas Sonya sees the collaboration with the producer as an ode to their rich heritage and the region’s steady growth in the scene, “We both wanted it to be a tribute to the local Arabic sounds which are on the radar now. Creating a unique sensory experience while keeping our own unique stamp on it.”
To commemorate Air Max Day, the soundtrack and Burj Khalifa showcase are accompanied by the release of the Nike Air Max Pulse. Keeping to the theme of the campaign, it’s the energy of underground music that has inspired the lead-up to the global release of the sneaker with various activations taking place last weekend in major cities around the world. The silhouette itself boasts more bounce, more reactivity, and increased durability — with a focus on the wrap-around Air Bag Unit initially found on the Air Max 270.
Check out Nike’s Burj Khalifa experience in the video above. The Air Max Pulse Summit is also available now from the brand’s stores in Dubai Mall, Mall of the Emirates, Yas Mall stores, and Al Nakheel Mall in Riyadh, Saudi Arabia.
