48 Hours With Nike In Paris

The Nike On Air event was occasion to unveil the footwear and apparel that the brand’s athletes will wear this summer — and it was also a moment to celebrate the hard work and technology that brought it all to life. This was conveyed through an immersive and sensorial experience that underscored three truths: Nike is the brand of athletes, its innovations continue to lead the sports industry, and its proprietary Air technology uniquely enables the company to serve all athletes with unrivaled performance product. A lot of the products will be used by athletes during the 2024 Paris Olympics in France. The experience began outside the Palais Brongniart, where, since April 3, all Parisians were invited to view and interact with colossal AR-enabled statues of six titans of sport, poised in midair and glowing in signature Nike orange: Nike athletes LeBron James, Alexia Putellas, Bebe Vio, Kylian Mbappe, Sha’Carri Richardson and Victor Wembanyama. Each statue was between 8 and 11 meters high and had an augmented-reality interface that unlocked the athletes in action and their Air-powered footwear. Their AR heroics communicated their relationship with Nike Air, the shoes that energize them and ultimately position them as timeless athletes among us. Inside the Palais, guests walked through gallery-style rooms that evoked the sounds, sights and feelings of the rich history and limitless future of Nike Air — its genealogy, culture and reinvention — and highlighted the company’s produc