Nike Air Max

The Air Max IV/Air Max 91; nowadays known as the Air Max BW (Big Window)

Nike Air Max is a line of shoes first released by Nike, Inc. in 1987. The shoe was originally designed by Tinker Hatfield, who started out working for Nike as an architect designing shops; he also designed many of the Air Jordan models.[1] The Nike air technology was created and patented by employee M. Frank Rudy.

Overview

Nike Air Max 90 x 360 Hybrid

The Nike Air Max shoe uses a large air cushioning unit at the heel which is visible from the side of the midsole in most models. Types of Air Max cushioning include:

History

Models include:

The 1993 model was the first to have the fully visible heel Air unit that was visible in the back as well as on the sides, and the 1995 model was the first to feature visible forefoot Air. The 1997 model was the first to include a full length Air bag.

Culture and fashion

Air Max IV/BW in its original "Persian Blue" colourway

The line of sneakers is popular amongst many subcultures, for example Hip Hop, Gabber and the working class. They have also found popularity amongst far-right youth.

In the mid-1990s the line, especially the Air Max 95 model, experienced such a surge of popularity in Japan that it led to a phenomenon known as "Air Max hunting". The extremely inflated prices of the shoes led to a rash of muggings in the normally-peaceful country wherein Air Max wearers were attacked and their shoes were stolen. Even used shoes were in demand, and fakes also became a serious problem.[3]

Air Max Light

Released in 1989 as the Air Max II, the Air Max Light is a running shoe, a successor to the Air Max. It weighed less than the original, achieved by replacing the forefoot polyurethane midsole with one made of EVA foam. Re-released in 2007, the Nike has continued to release additional colorways.

Air Max 90

Air Max 90 CL
Leather Air Max 90s

Known as the Air Max III until 2000, when it was reissued taking its name from the year of its launch. The original colourway of white/black/cool grey with infrared was chosen to exaggerate the thickness of the sole air cushion. Nike specially designed a pair of Nike Air Max 90s for President George H.W. Bush. Images of the customized sneakers have been seen around the Department of Nike Archives, and feature AIR PRES branding along with what appears to be a unique colorway.

Air Max 95

The visual design of the Air Max 95 was created by Sergio Lozano who based the design of the Air Max 95 on the human anatomy, with the spine of the shoe resembling the human spine and the materials intended to represent skin, ribs, and tendons.[4] The Air Max 95 was the first pair in the line to utilize two air cushions in the forefoot and used air pressure technology to fit the curvature of the wearer's forefoot.[5]

According to a 2007 tabloid newspaper study of the UK Forensic Science Service's database of footwear, the Nike Air Max 95 was "criminals' number one choice" in footwear.[6]

The product was referenced in the hip hop song "Hate It or Love It" by The Game, which was a worldwide top 10 hit in 2005. Also referenced by rappers Gucci Mane in the hit single "Bricks" and Waka Flocka Flame on the track "Head First" in his 2009 mixtape, "Lebron Flocka James". The rapper Eminem designed a limited-edition range of Air Maxes sold for charity.[7]

Air Max 360

2006 Nike Air Max 360

On 21 January 2006 Nike launched the Air Max 360, a new shoe design that utilized Max Air throughout the shoes midsole.

In September 2006 Nike introduced a special 'one time only pack' which fused the 360 model with three classics. The three shoes used were the Air Max 90, Air Max 95, and Air Max 97. For this special release, the design of the 360 sole was used in place of the normal sole of the three classics. The shoes were released in the three original colors: red for the Air Max 90, green/yellow for the Air Max 95, and grey/silver for the Air Max 97. Like other Air Max releases, deluxe editions were also produced. These deluxe editions lasted for about 500 miles (800 km) before their shock absorbing properties deteriorated. The use of '360' of air cushioning is meant to ensure the shoes longevity.

Nike "Kiss My Airs" advertisement in Warsaw, Poland

Advertising

The shoes were initially advertised in 1987 with a TV campaign that used the Beatles' song "Revolution", the first time a Beatles song had been used in a TV commercial.[8] The following year, Nike used the Just Do It slogan.[9] They were also endorsed by Bo Jackson in exchange for a $100,000 fee, with advertising agency Wieden and Kennedy coming up with the slogan "Bo knows...".[10]

References

  1. ↑ Reidy, Tess (14 December 2013). "Nike's iconic Air Max trainer celebrates 25th anniversary with Tinker Hatfield". The Guardian (UK). Retrieved 23 December 2013.
  2. ↑ Air Max 97 OG Relaunch
  3. ↑ Lev, Michael A. (November 17, 1996). "`Air Max Hunting' Shocks Japan -- Holdups, Beatings Blamed On Mania For Used Sneakers". The Seattle Times. Retrieved July 4, 2015.
  4. ↑ http://www.dtlr.com/blog/2014-06-03-the-history-of-the-nike-air-max-series.html
  5. ↑ http://solecollector.com/news/nike-air-max-history/
  6. ↑ Jon Clements (2007-06-27), "YOU'RE NIKED!", Daily Mirror, Mirror.co.uk, retrieved 5 June 2009
  7. ↑ "People: Eminem, Gong Li, Keith Richards - Arts & Leisure - International Herald Tribune". New York Times. Retrieved 23 December 2013.
  8. ↑ Wong, Glenn M (2012). The Comprehensive Guide to Careers in Sports. Jones & Bartlett. p. 232.
  9. ↑ Carbasho, Tracy (2010). Nike. ABC-CLIO. p. 15.
  10. ↑ Cashmore, Ellis; Ernest Cashmore (2010). Making Sense of Sports. Taylor & Francis. p. 423.
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