In spring 2024, we literally thought ‘out of the box’ for the Nike Air for Athletes seeding. Nike Air took centre stage. The seeded shoes from the Nike Blue Print collection are individually equipped with Air technology and set new standards. The technology with which Nike and Eluid Kipchoge have already made sporting history, breaking the two-hour barrier in the marathon. This achievement, once considered impossible, shows the potential of Nike Air.

Each shoe came in a bulging bubble with a qualitative seeding card. To get to the shoes, the recipients first had to let the magical Air release - an interactive seeding box that made the Air Experience immediately tangible.