# Giant Inflatable Shoeboxes This Nike Air Max Day Shanghai Installation is a Towering Shoebox By Rebecca Byers | Published 2015-03-27 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/air-max-day-shanghai References: [freshnessmag](http://www.freshnessmag.com/2015/03/26/shanghai-celebrates-nike-air-max-day/) This dazzling [Nike](https://www.trendhunter.com/trends/nike-air-max-day-2023) Air Max Day Shanghai installation was apart of a larger exhibit within the Shanghai Exhibition Center. Sneaker culture is especially popular in Shanghai and makes Nike's reach for Air Max Day 2015 cover the span of the globe, with a smaller scale installation also appearing in Paris. The exhibit showcased each of the Air Max designs in the sneaker's 28-year history, with a giant translucent Nike shoebox being the main event. The celebration of [sneaker innovation](https://www.trendhunter.com/trends/nike-form-follows-motion) also featured talks from some of the industry's big players. The Nike Air Max Shanghai event, a brilliant marketing move by Nike, was filled with air bubble podiums displaying rare colorways and relevant Air Max designs from the past. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 87% | Activity: 74% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Key Themes Behind This Trend - **Sneaker Culture:** Opportunity to capitalize on the growing popularity of sneaker culture through innovative marketing and experiential installations. - **Experiential Marketing:** Disruptive innovation opportunity to create immersive brand experiences and installations. - **Translucent Design:** Opportunity to utilize translucent materials in product design to create visually striking installations. ### Where This Applies - **Sportswear:** Opportunity for sportswear brands to create unique and engaging experiences for sneaker enthusiasts. - **Event Planning:** Opportunity for event planning companies to create experiential marketing events for brands. - **Materials and Manufacturing:** Opportunity for manufacturers to explore the use of translucent materials in product design and marketing installations. ## Related on Trend Hunter - [Sneaker Culture Radio Stations](https://www.trendhunter.com/trends/nike-air-max-day-2023.md) - [Iconic Sneaker Anniversaries](https://www.trendhunter.com/trends/nike-air-max-day-1.md) - [AI-Backed Sneaker Design Platforms](https://www.trendhunter.com/trends/airimagination.md) - [Olympic-Ready Elevated Footwear](https://www.trendhunter.com/trends/air-cushioning.md) - [Sneaker-Shaped Swimming Pools](https://www.trendhunter.com/trends/sneakerpool.md) - [3D-Printed Sports Sneakers](https://www.trendhunter.com/trends/nike-air-max-1000.md) - [Sneaker-Inspired Art Exhibitions](https://www.trendhunter.com/trends/drip.md) - [Futuristic Layered Sneaker Models](https://www.trendhunter.com/trends/air-max-portal.md) - [Valentine's-Inspired Sneakers](https://www.trendhunter.com/trends/valentines-day-2025-sneakers.md)