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Nike Air Max 270: The Suburbs
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Yard stages 2 events for Nike's international Air Max Day 2018. For the unveiling of their latest sneaker, the new Air Max 270, Nike and its agency Yard decided to cross over city lines into the greater Paris region, known as "Grand Paris". Bucking traditional retail trends, the brand and Yard headed to the capital's outlying suburbs and, with the support of several French in uencers, installed pop-up shops in building en- tryways' in neighbourhoods just outside Paris, giving residents an exclusive sneak peak at the Air Max before it hit stores. With the help of 2 icons who grew up in Grand Paris: actor Lucas, who is also an affiliate of the rap group PNL (Corbeil-Essonnes) and rapper/entrepreneur Mac Tyer (Aubervilliers), the brand and its agency ventured beyond city lines to target today's trendsetters.
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