To launch Nike’s Air Max DN8 for a new generation, we partnered with Zalando to deliver a future-facing expression of the global ‘Powered by 8’ campaign — a Berlin shutdown built for her, by her.
Held at CANK, a raw industrial landmark in the heart of Berlin, the one-night-only event reimagined the DN8 with fashion, music, beauty and self-expression through a distinctly female lens.
Inspired by the concept of 8 — eight colour ways, eight zones, eight performers and eight colourways — every detail was designed to reflect the sneaker’s eight air pods and its ethos of constant transformation.
Guests moved through high-energy zones themed by DN8 colourways—from a red-lit tunnel entrance to a pink customisation lab and a reflective bar wrapped in DN8 red. Beauty moments included bleached brows, Y2K tooth gems, and an ‘8-Minute Glow-Up’ bathroom takeover styled with Zalando essentials.
Headlined by Badmómzjay, a genre-fluid line-up including DJ Mel, Wa22er, Eli Preiss, Juba and more, each artist paired to one of the DN8 colour ways as they performed against bold visuals matched to their unique DN8 variant.
Taking fashion to the floor, a live runway show by collective TOURIST introduced eight Gen Z archetypes in full Zalando looks.
Showcasing the eight DN8 colour ways through movement, identity and self-expression, each model was styled to show what it means to walk in her own power.
Rooted in Berlin’s underground and shaped by the communities that define it, the experience turned Powered by 8 into a kinetic celebration of movement, culture and unapologetic self-expression. A new era of Air Max, led by her, for her.
CLIENT: NIKE & ZALANDO
WHAT WE DID: CONCEPTUALISATION, DESIGN, ARTWORKING, 3D RENDERS, LOGISTICS, SEEDING KITS, PRODUCTION, INSTALLATION
LOCATION: CANK, BERLIN
COLLABORATORS: BADMOMZJAY, BOUNTY & COCOA, DJ MEL, JANETTE PETERS, JEWELZBYMEALZ , SANTEXSANTE, ELI PREISS, TINYS PIZZA, ICYY BOX , ISLA RADIO (HANABY, JADA, VERO), JUBA, TOURIST, WA22ERMAN