Highlights from Nike's Air Max Con 2016

NEW YORK — It was big. It was noisy. The lines were long. But man, it sure was a beautiful sight to see.

For three straight days, Nike’s Air Max Con swept through New York City, welcoming thousands of people through its doors. The sneaker titan from Beaverton, Oregon, packed a suitcase full of timeless classics from its vault, flew across country and took up residency in the culturally adept SoHo district of Manhattan.

Hidden away behind a traditional cast-iron warehouse—infamous in SoHo—Nike’s Air Max Con opened its doors to the public. Inside, consumers were introduced to a striking world dedicated to everything Air Max.

Image courtesy of Nike

Nike’s Air Max display was a glossy endeavor dressed up with glittering lights, giant video displays, a live DJ and more Air Max models than you knew what to do with—over 100 unique versions were present during the three-day event.

The first stop along this sneaker experience was the in-depth Air Max vault, showcasing some of the cleanest designs of all time. This was a spot where people not only got their chance to vote for the return of one classic Air Max model in 2017, but Nike tour guides also put on a show, explaining to the world each of the various ingots that make up the Air Max line.

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Just around the corner from that was the HTM room. This neon-soaked chamber of innovation was conceived to honor three Air Max pioneers—designers Hiroshi Fujiwara, Tinker Hatfield and Nike CEO Mark Parker.

Image courtesy of Bleacher Report

Three space-age pods were carefully placed in an empty room. Attendees were invited to step into each pod, place his or her camera phone high above on a clear shelf, and then, take pictures using a time-lapse feature.

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It was an unconventional, yet respectful way to honor the crew that makes up the HTM line.

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Dispersed throughout the entire Air Max setup were extensive lines filled with patrons, all hoping to get their hands on some of the rare merchandise that was up for grabs.

Those who stuck around and braved the hourlong waiting sessions were presented with an opportunity to either purchase a vintage Air Max model or create their very own pair courtesy of an on-site, makeshift NIKEiD factory.

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Each one of these components was part of Nike’s grandiose plan to bring the Air Max's comprehensive heritage toward the forefront. On that level, it was a smashing success.

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In typical Nike fashion, Air Max Con was crammed with athletes and influencers alike. Tristan Thompson of the Cleveland Cavaliers, Thaddeus Young representing the Brooklyn Nets, New York Giants cornerback Janoris Jenkins and Epiphanny Prince of the New York Liberty all stepped through the doors at one point.

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Air Max Con 2016 wasn’t just about the brand itself. Nike used this engaging platform to shine a light on other designers and creatives in the industry. Kith founder Ronnie Fieg—a pillar in today’s sneaker culture—brought Kith Treats to the masses.

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His impromptu snack bar allowed guests to feast on Air Max-themed cereals or soft serve blends while they browsed the rest of what Nike had to offer.

Besides Fieg’s spot, there were countless booths you could visit. From Mr. Flawless—the jewelry company—to an authentic Jason Markk cleaning station for sneakers, Nike gave people a complete Air Max-themed experience.

Image courtesy of Bleacher Report

Air Max Con was an impressive affair from the moment you walked in the door. It was a staggering presentation that added historical context to arguably the most influential line of sneakers to ever come out.

There was nothing left to the imagination. Nike's design team filled this SoHo space with history lessons, media-rich displays, influencers and tied it all together by allowing the people that make this whole industry tick—the fans—get a firsthand look.

Now that Air Max Con 2016 has finally wrapped up, we're left looking toward the future. The hope now is that this event becomes part of Nike's ongoing sneaker experience. Taking shoes we love and turning them into living, breathing, exhibits of art not only brings people together, but it also furthers the conversation surrounding sneakers.

By the way, the winner of that Air Max contest turned out to be the Nike Air Max 1 "Atmos Elephant," according to Sneaker Bar Detroit.