Nike continues to commemorate the Air Max 1, designed by Tinker Hatfield 36 years ago, by creating cultural moments worldwide for its global Air Max Day celebrations – including The Burj Khalifa in Dubai.

The Burj Khalifa is known as the world’s tallest tower, is transformed into a supersize billboard year after year, hosting various experiences. For this year’s milestone, Nike has curated an extravagant multi-sensory display projected onto the tower’s facade in collaboration with two emerging talents from the region. Saudi-based producer Warchieff and UAE-based artist Sonya teamed up to create a soundtrack that pays homage to the iconic silhouette and the region’s spirited energy. The track fuses traditional Arabic music with futuristic beats and includes vibrant visuals that channel the area’s culture and community values.

Nike also released the Nike Air Max Pulse sneaker to commemorate Air Max Day, which features increased durability and reactivity with a focus on the wrap-around Air Bag Unit found on the Air Max 270. The theme of the campaign centers around underground music, and various activations took place in major cities globally.

The Nike Air Max Pulse Summit is available now at the brand’s stores in Dubai Mall, Mall of the Emirates, Yas Mall stores, and Al Nakheel Mall in Riyadh, Saudi Arabia. The celebrations and experiences created by Nike showcase the brand’s commitment to curating culturally significant moments globally.