Gen Zalpha are today’s groundbreakers. Not afraid of failure. Fearlessly self-expressive, raw, and authentic. To connect with them through the original attitude, energy, and emotion of Air Max and leave a cultural reference point in their memories we had to speak their language – the universal language of music. That is why we collaborated with the local music stars who are the uncompromising pioneers of tomorrow. We spoke to Gen Zalpha through the musicians to catch their attention and invite them to a special upcoming event to celebrate the spirit of Uncensored Innovation. The event itself was centered around numerous experiences that clicked with Gen Zalpha’s cultural identity – a Music Studio to unleash creativity through sound, a Nail & Make-up Bar to boost style, and a Fashion Zone to express your true self by customizing your own Nike T-shirt. The event closed epically with a high-energy concert where Molec, Mishel Straminsky & Fire, one of the most beloved Bulgarian artists by the youngsters conquered the stage.