Line 95 Milano Centrale: Boarding Complete ✅
To launch Air Max 95 OG Neon in Milan, we placed a Line 95 metro carriage inside the station to disrupt the daily commute and meet Milanese youth in motion as they moved through the city. Inside the immersive space content tells the story of Air Max 95, diving into the design and exploring key “airchive” moments that connect the silhouette to the city – complete with a playful soundscape inspired by the Italian metro and wind to create the physical sensation of movement. Around the station, a neon takeover dominated OOH screens with product-focused CGI content and a livestream of the activation to drive footfall to the space.
Over 3,500 consumers boarded Line 95 across 4 days, getting access to a personalised photo booth moment and the opportunity to unlock prizes, including the Air Max 95 OG Neon. We also welcomed talent to the space for an exclusive product drop on the morning of the launch.
