Nike Air Force 22 - Celebrating 40 years of Force

Released in 1982, Nike AF1 has become one of the world's most recognizable shoes. In 2022, Sofia Join Forces got together with all sneaker, dance, music, and art lovers and celebrated 40 years of the AF1 legacy. A legacy that wouldn't exist without these communities, which turned AF1 into a symbol for their worlds. We embraced the consistent Air Force 1 journey to connect with the local Force Family with a special event including tailored experiences mirroring the community’s identity & uniqueness. A fresh & clean cut for every daredevil at the barbershop corner, a braiding & hairstyling corner to emphasize the street culture, and a customization lab where you can create your own AF1 design. The event highlight was joining forces with 4 influential dancers in a dance battle workshop. Remy Toin played the role of a main ambassador and gathered the dance community through special content that we created for his social media channels. The grand finale of the Sofia Join Force brought excitement to an all-time high when Dara and Krisko, two of the most famous artists in Bulgaria, took the stage. Spreading the news through local influencer content contributed more than 1k. visitors to the event and created more than 1.7 mil reach, earning 1 mil PR expressions.