Nike’s Air Max line has turned 34 years old. To mark the moment, the sportswear brand has enlisted a bunch of kids to build its presence in online gaming platform Roblox.

The question was the catalyst for what became the ‘Magic is in the Air’ campaign – a story of a spaceship that has crash-landed in the metaverse, letting loose a bunch of aliens. To progress, users have to open the portal that floats above Nikeland in Roblox.

Everything is seen through ‘kid vision’ and encourages youngsters to embrace their creativity and imagination through the Nike lens. It takes the playful nature of youths, the heritage of an iconic sportswear brand and the innovation of the metaverse to create a connection between young people and the product.