As part of the pre-heat journey for the collaboration between Nike and London-based independent record label APRON RECORDS—renowned for Steve Julien’s long-standing dedication to cutting-edge Black music—we introduced this story on March 1^st alongside Team APRON RECORDS, local talents, and partners who share the same vision.

Aligned with the Seoul visit of two APRON RECORDS artists, Steve Julien and Jarren, the early launch took place at WORKSOUT Apgujeong. The space featured an installation inspired by Steve Julien’s personal history, accompanied by a daytime VislaFM underground radio livestream curated by local DJs.

Later that evening, we hosted APRON RECORDS’ 180 TOUR at the underground club MoDeci in Hongdae. Headlined by Steve Julien, Jarren, and their Seoul-based artist friends, the party unfolded across both the dance floor and rooftop, welcoming over 300 guests deeply engaged with underground culture.

Result-wise, community seeding marked 670k+ exposure on social media and Sell-thru rate marked 80% in first 2 weeks from the launch at NBHD channels with 90 overall units.

In celebration of the 30th anniversary of the Air Max 95, Seoul was selected as one of the key global neighborhoods to launch the OG Neon ‘Big Bubble’.

To elevate this moment, the launch was executed as a pop-up boutique in collaboration with a tightly curated group of cultural partners: WORKSOUT (presented under the name ‘Southfoot’ as a teaser for the upcoming Air Max 95 x WORKSOUT collaboration), QUEST (a hideout venue rooted in Seoul’s underground scene), CONCEPTSHOP (a boutique specializing in ’90s–’00s Japanese streetwear), and DOTOPDA (an archive and print shop known for its collection of vintage fashion magazines).

To celebrate the one of Nike’s most iconic and proudly held silhouettes, we designed this launch as a partner-led moment of celebration. Despite strict operational guidelines—most notably a tightly enforced “purchase, wear, and exit” rule—and challenging weather conditions, over 300 people lined up in advance, underscoring the enduring appeal of the Air Max 95. And total 324 units that allocated for Korea were sold out in 2 days.

The venue was filled with an energetic atmosphere, bringing together fashion and music archives tied to the Air Max 95, along with drinks designed to be shared and enjoyed collectively. Beyond the on-site experience, we also organized content that previously captured how this icon would be received by Seoul’s community at the very front end of the release.

The community lookbook featured dancer, stylist, make-up artist, and shop owner, reflecting the diversity of the local scene. Post-launch content further highlighted the people that gathered around the release, blending authentic street moods with real voices from the community. Even after the product sold out, our goal was to continue amplifying the legacy and cultural relevance of this enduring icon.