Niketown presents 7 Days of Air Max

London's Nike Town store has created a seven days of Air Max event offering exciting and interactive experiences ahead of the big day.

Following the news of the HTM collaboration, an exclusive collection designed by Hiroshi Fujiwara, Tinker Hatfield and Mark Parker, the HTM Factory of Air allows visitors to create their own personalised NIKEiD shoes.

Other parts of the seven day event also include the Masters of Air exhibition, which showcases UK collector Steve Ryder's twenty-five most cherished pairs Air Max.

The Sneaker Cube offers personalised engraving services on Air Max models, a shoe tree and even a quick clean service by premium shoe care brand Jason Markk.

If you can’t make it to the store, you can customise your own Air Max on the Nike website.

Lewis Munro is Mixmag's Online Fashion Editor, follow him on Twitter**