Air Max shoes levitated and raced in Buenos Aires - propelled by users' breath.

To launch the Nike Air Max in Argentina, the brand worked with Castro Innovation to embody the benefits of the shoe – air built into the sneaker’s sole – while operating at the intersection of advergaming and point-of-sale, online and offline. What resulted is an installation that allowed users to levitate and race the sneakers using their breath. Nike Air Max shoes actually floated 1.6 inches over the surface of a magnetic platform, while a mechanism received a command from the web that would make the shows move forward based on the strength of users’ breath being blown to a microphone. Users could interact with the installation and race either at the Nike store in Buenos Aires, or via a dedicated site at

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