On 26th of March, 2015, the annual NIKE Air Max Day, NIKE Shanghai and Guangzhou joined hands with yucolab to design and produce a series of interactive multimedia content for the local flagship store’s ‘Genealgy Hub’: unusual animation displayed by iPad at the Hub elaborates background of the Air Max collection, the unique feature of every model, and the newest Air Max launched on the day. At the Shanghai flagship store, a Selfie Zone was set in front of the in-store video wall, while customers with their Air Max on can take a snapshot and share it on social media instantly.