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Once things officially kicked off, over the course of an hour on the rooftop, hundreds of fans passed through, each meeting the Judah Tribe team at a JD Sports-branded SUV to receive a t-shirt and the chance to chat and take photos. In the midst of this, waiters dressed in black suits and Nike balaclavas served fans egg and spam rolls by Inkrs Kitchen, and a custom JD Sports x Nike Air Max grape drink.
After receiving their t-shirts, fans were encouraged to stay for the Air Max DN sneaker giveaway, unaware that the winners had already been randomly selected. Just before 2:30, security opened garage doors to reveal a warehouse lit with pink lights, and the remaining fans poured in.
Inside, fans found ice cream, a sneaker wall displaying each Air Max DN colorway available at JD Sports, and four activations set up by JD that provided additional opportunities to win a coveted pair.
How the collaboration between Judah Tribe, JD Sports and Nike came about
Given Australia’s deep connection and history with the Air Max franchise, with silhouettes like the TN, 95, and 97 holding special places in the hearts of Australian streetwear enthusiasts, Judah Tribe’s involvement in the Australian launch of the DN is as much symbolic as it is sensible.
Since its inception, Judah Tribe has prided itself on collaborating with local creatives at every stage of the creative process—from embroidery, to advertising and models, to collaborators.
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