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WE DEVELOPED AN AIR MAX DAY ACTIVATION IN PARIS, BASED ON THE INSIGHT THAT THE ORIGINAL AIR MAX SPIRIT RESONATES LESS STRONGLY WITH A NEW GENERATION. PARTNERING WITH ON THE RADAR RADIO, WE HOSTED A LIVE EVENT WHERE EMERGING ARTISTS PERFORMED, AUDIENCES DISCOVERED NEW MUSIC, AND CONVERSATIONS HAPPENED, ALL CENTERED AROUND REBELLION, CONFIDENCE, AND HOW PEOPLE EXPRESS THEMSELVES. WE REINTRODUCED THE ENERGY OF AIR MAX AND CONNECTED THE BRAND TO A NEW CULTURAL CONTEXT BY BRINGING IT TO LIFE AT LA GAÎTE LYRIQUE WITH MORE THAN 2,000 PEOPLE IN THE ROOM.