The Air Max has always been a pivotal part of street culture. So, to launch the new models in Brazil, we decided to put them on the feet of those who most represent the streets: the graffiti characters of São Paulo.

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In partnership with Brazil’s Biggest Street Art Collective, we invited artists to update their own existing characters with the new sneakers, turning city walls into Nike stores - the only way to get them on a limited pre-sale was to visit the arts, access Nike.com and unlock the purchase through geolocation.