Amazon Studios to Promote ‘Air’ with Multi-City Activation Featuring Sneaker Culture Icon Jason Markk – Film News in Brief
variety.comAmazon Studios is taking to the streets to promote Ben Affleck’s “Air,” which chronicles the beginnings of the iconic Air Jordan sneaker brand.
The studio has teamed up with iconic sneaker culture icon Jason Markk to host a multi-city consumer experience, dubbed “Fresh Air,” which ties into the film’s social campaign, “A shoe is just a shoe until I step into it.” The activation will see guerilla street teams flood U.S.
cities including Los Angeles, New York, Miami and Chicago, in a unique opportunity to bring together sneakerheads and celebrate the culture and history of the sneaker community.
The street team will also have a presence at the Jason Markk flagship store in L.A. Free to the public, the “Fresh Air” activation allows attendees to celebrate self-expression through fashion as they share their sneaker stories while getting a complimentary shoe cleaning, with premium care products from Jason Markk and staff on site to offer advice on keeping their shoes in pristine condition.
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