We set out to create a fun, interactive experience that would celebrate Nike’s first artist collaboration in 1991, when famous artists teamed up to develop the marketing for the original Air Max 180 shoe. Since a limited amount of shoes were available for purchase each day, the site’s design needed to entice users back every day. The experience also needed to balance usability with a fun, playful experience.

The sitelet provided Air Max fans and sneaker enthusiasts with an exclusive 20-day offering of a “Fun Pack,” which consisted of a pair of Air Max 180s and one of four limited-edition T-shirts by featured artists.

The sitelet takes personalization to new levels. For each of the promotion’s 20 days, consumers were greeted with a different featured item to customize—from decorating a house and van to dressing a pizza and poodle. Users could click and drag colors and icons to create this customized world. These items all represented things that people associate with customization in their everyday lives. In personalizing the Air Max 180, consumers could create from preexisting designs by the artist collaborators or develop their own from scratch. The site also features fun, upbeat music that flows perfectly with the experience.