How do we make the launch of the new Air Max Dn8 truly memorable for Gen Z and Gen Alpha. Building a lasting emotional connection with Dn8 and positioning it as their iconic Air Max edition? What we did We brought the energy to London with Beat The Eight. A high-impact installation inspired by the bold design of the new Nike Air Max Dn8. The centerpiece was an oversized, figure-eight course made out of inflatable air tubes, echoing the signature cushioning tech of the shoe. Kids raced through the structure against the clock for a shot at winning their very own pair.