Create a dynamic Nike Air Max Day pop-up festival in Belgrade that celebrates self-expression and builds community among Gen Zalpha.

We transformed a refurbished cinema into the "Maxxed Out Weekender," a two-day festival showcase. The experience included a studio for creating music, a manicure bar, and drinks, and culminated in live performances by local artists. This culminated in a spectacular finale – a 90-second spot on the iconic Burj Khalifa, amplifying the event's message of bold creativity.

The event successfully established Nike Air Max as a champion of self-expression within Belgrade's Gen Zalpha community. The focus on music, community-building, and the high-impact Burj Khalifa display created a memorable and culturally relevant experience.