Nike Created a Virtual #AirMaxLine for Sneakerheads on Instagram

 - May 2, 2018
References: postvisual & coloribus
The excitement and anticipation of getting one's hands on a newly released product is often dampened by the reality of having to wait in line for hours upon end, but Nike found a way to transform the mundane into an engaging experience with its #AirMaxLine campaign.

For the release of the Nike Air Max in Japan, Nike created a virtual waiting line on Instagram, making the most of a new feature on the social media platform that allows users to follow hashtags. Fans were invited to visit a dedicated website and create a personalized avatar and digitally join the queue for the sneakers. By joining the virtual #AirMaxLine on Instagram, sneakerheads were able to put themselves in the running for a pair of the Air Max shoes.