For the unveiling of their latest sneaker, the new Air Max 270, Nike and its agency Yard decided to cross over city lines into the greater Paris region, known as “Grand Paris”. Bucking traditional retail trends, the brand and Yard headed to the capital’s outlying suburbs and, with the support of several French influencers, installed pop-up shops in building entryways’ in neighbourhoods just outside Paris, giving residents an exclusive sneak peak at the Air Max before it hit stores.