To celebrate the 30th birthday of Air Max, Nike enabled people to color their own Air Max designs using Instagram Stories. Nike influencers uploaded a story with a blank sneaker and invited people to take a screenshot of it, and create their own colorful design scheme by painting over the sneaker with Instagram Stories tools. Users then uploaded their designs on Instagram Stories and tagged the influencer, who were judging the designs. Users flooded Instagram with their designs and the winners earned a pair of Air Max.