# Floating Footwear Advergaming Levitating Nike Air Max Shoes Were Raced Using Users' Breaths By Meghan Young | Published 2010-09-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/levitating-nike-air-max References: [psfk](http://www.psfk.com/2010/09/nikes-levitating-sneakers.html) & [creativesocialblog](http://www.creativesocialblog.com/advertising/its-all-about-the-experience-nike-air-live-show) As part of a marketing stunt, [Nike](https://www.trendhunter.com/trends/Mind-001-And-002) and Castro Innovation put together an advergaming event on in order to highlight the benefits of the featured footwear. Essentially, the levitating Nike [Air Max](https://www.trendhunter.com/trends/airphoria) shoe "floated 1.6 inches over the surface of a magnetic platform, while a mechanism received a command from the web that would make the shows move forward based on the strength of users’ breath being blown to a microphone," according to PSFK. Users could participate via web or in person at the Nike store in Buenos Aires. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 41% | Activity: 69% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Interactive Advergaming:** Opportunity for brands to create interactive games that engage customers in an innovative way - **Internet of Things (iot) Integration:** Opportunity for brands to integrate IoT technology to create immersive and interactive experiences for customers - **Experience Marketing:** Opportunity for brands to create memorable and shareable experiences for customers through innovative marketing campaigns ### Who This Affects Most - **Footwear:** Opportunity for footwear brands to leverage technology and interactive marketing campaigns to differentiate themselves from competitors - **Retail:** Opportunity for retailers to enhance in-store and online experiences through the integration of innovative technologies - **Advertising:** Opportunity for advertising agencies to create interactive and memorable campaigns for clients using innovative technologies ## Related on Trend Hunter - [Mind-Activating Performance Sneakers](https://www.trendhunter.com/trends/Mind-001-And-002.md) - [Sneaker Digital Crossover Realms](https://www.trendhunter.com/trends/airphoria.md) - [In-Game Digital Sneakers](https://www.trendhunter.com/trends/nike-and-fortnite.md) - [AI-Backed Sneaker Design Platforms](https://www.trendhunter.com/trends/airimagination.md) - [Hyper-Futuristic Running Shoes](https://www.trendhunter.com/trends/fast-rb-nitrotm-elite.md) - [Digital Brand-Made Arenas](https://www.trendhunter.com/trends/fc-25.md) - [Video Game Console Sneakers](https://www.trendhunter.com/trends/nike-air-snes.md) - [Knitted Breathable Dynamic Sneakers](https://www.trendhunter.com/trends/flyknit-venture.md) - [Responsive Dual-Chamber Sneakers](https://www.trendhunter.com/trends/nike-air-max-dn.md)