Nike Air Max

Air Max 90 360 Hybrid (2006) next to the original Air Max 90 (1990)

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

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

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:

  • 180 Air in the early 1990s which was visible through the bottom of the shoe (although smaller portions of Air units are visible through the bottom of many Air Max models)
  • "Air Max2" which does not have the holes in the cushioning unit and is of high pressure,
  • "Tube Air" which is visible in several small circles on the midsole of the shoe,
  • "Total Air" which is another word for full Air Max cushioning,
  • "Tuned Air," which is a system of individual pods tuned to different areas of the foot.

Culture and fashion

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

The line of sneakers is popular amongst many subcultures, for example Hip Hop, Gabber and the working class.

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.[2]

Air Max 1

Released in 1987 as the Air Max, the Air Max 1 is the first shoe to have Nike's air cushioning unit on full display. The sneaker's upper was made of nylon and synthetic felt. Leather version was later released in 1988. A 1992 reissue had taken the midsole and outsole from the Air Max III (now called the Air Max 90) and featured a leather upper [3]. Nylon was brought back in a 1995 reissue.

Air Max Light

Released in 1989 as the Air Max II, the Air Max Light weighed less than the original, achieved by replacing the forefoot polyurethane midsole with one made of EVA foam. Re-released in 2007, 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. The upper featured Duromesh, synthetic felt and synthetic leather. 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 180

Air Max 180 in the original "Ultramarine" colorway. Visibile air unit in the sole.

Released in 1991, the Air Max 180 featured a larger air unit visible through the outsole. The technology was later used in the Air Force 180 sneaker.[4]

Air Max 93

Air Max 93 in the original "Cactus" colorway. Visibile air unit around the heel.

Released in 1993 as the Air Max 270, the Air Max 93 introduced a 270-degree air unit and colored air units to the range. Nike employed a new manufacturing processes to provide the larger and more exposed air unit greater protection. The upper featured a more sock-like fit derived from 1991's Air Hurrache sneaker.[5]

Air Max 95

Air Max 95 (1995) next to the Vapormax 95 Hybrid (2018)

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.[6] 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.[7]. The first colorway was black, neon yellow and white. Neon yellow was used to emphasize the multiple air units. The shoe also introduced a smaller Nike swoosh minimized in the rear side panel. Original releases featured a "25 PSI" air pressure reading on the rear air unit. Uppers also featured 3M Scotchlite material.[8]

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.[9]

Air Max 97

Air Max 97 in the original "Silver Bullet" colorway

1997's Air Max 97 was inspired by high-speed Japanese bullet trains.[10] It was introduced with a sleeker, metallic silver colorway that contained a nearly full-length visible air unit. Uppers feature three reflective lines made of 3M Scotchbrite material.

Air Max 97 flash photo highlighting the reflective 3M Scotchbrite

The Nike Air Max 97 is a Nike running shoe designed by Christian Tresser. It was inspired by Japan’s high-speed Bullet Trains and features a mix of leather, foam, and full-length visible Air. The original “Silver Bullet” colorway released again in the US on April 13th, 2017 for $160. Over 13 new colorways are hitting retailers starting August 1st, 2017.

Air Max Plus Tuned

Released in 1998, the Air Max Plus introduced Nike's Tuned Air system[11]. It is often referred to as the Air Max TN. Designed by Sean McDowell, the Air Max Plus featured tranverse waves inspired by palm trees, and a prominent arch shank inspired by a whale tail. The initial release featured a "Hyper Blue" colorway, characterized by a fading blue airbrush effect. The Nike swoosh had a slightly irregular appearance as a border was added along the inner edge, as opposed to the outer surface[12].

Nike Air Max Plus Tuned (2018)

Air Max 360

2006 Nike Air Max 360

On January 21, 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

Vapormax

Vapormax has been released in Mar, 2017 designed by Kathy Gomez.[13]

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.[14] The following year, Nike used the Just Do It slogan.[15] 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...".[16]

History

Models include:

  • Air Max (commonly known as Air Max 1) - 1987
  • Air Stab - 1988
  • Air Max II (commonly known as Air Max Light) - 1989
  • Air Max III (commonly known as Air Max 90) - 1990
  • Air Max IV (Air Max BW, Air Max Classic or Air Classic BW) - 1991
  • Air Structure Triax 91 - 1991
  • Air 180 (now known as Air Max 180) - 1991
  • Air Max ST - 1992
  • Air Tailwind 92 - 1992
  • Air Max 93 (also known as Air Max 270) - 1993
  • Air Max 94 - 1994
  • Air Max 2 - 1994
  • Air Max 2 Charles Barkley 34 (commonly known as Air Max CB 34) - 1994
  • Air Max Triax 94 - 1994
  • Air Max Light 2 - 1994
  • Air Total Max (commonly known as Air Max 95) - 1995
  • Air Max Racer - 1995
  • Air Max 96 - 1996
  • Air Max 96 II
  • Air Max 97
  • Air Max 98
  • Air Max 98 II
  • Air Max 99
  • Air Max Pillar
  • Air Max Posterize SL
  • Air Max Deluxe
  • Air Max 2000
  • Air Max Plus (commonly known as Air Max TN)
  • Air Max Ltd - 2002
  • Air Max 2003
  • Air Max 2004
  • Air Max Destined - 2006
  • Air Max 360 - 2006
  • Air Max 180 - 2006
  • Air Max 360 - 2007
  • Air Max 180 II - 2008
  • Air Max Elite
  • Air Max 180 III - 2008
  • Air Max T-Zone - 2009
  • Air Max Skyline
  • Air Max 2009
  • Air Max 90 Current - 2009 (redesign of the Air Max 90, incl. toe box)
  • Air Maxim - 2009 (redesign of the Air Max 1, featuring Flywire or torch materials)
  • Air Max BW Gen II - 2010 (redesign of the Air Max BW, featuring torch material)
  • Air Max 2010
  • Air Max Tailwind+ 2
  • Air Max Trainer 1
  • Air Max Trainer 1+ (with Flywire, toe strap, and 360 Air Max Technology)
  • Air Max Turbulence - 2010
  • Air Max 2011
  • Air Max Command
  • Air Max 24/7
  • Air Max+ 2012
  • Air Max+ 2013
  • Air Max Defy Run
  • Air Max Minot
  • Air Max Motion
  • Air Max+ 2014
  • Air Max Direct
  • Flyknit Air Max
  • Air Max Zero
  • Air Max Prime
  • Air Max Tavas
  • Air Max+ 2015
  • Fingertrap Max
  • Air Max+ 2016
  • Air Max+ 2017
  • Air Max invigor
  • Air Max 95
  • Air Max Torch IV
  • Air Max 97 OG [17]

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.

References

  1. ↑ Reidy, Tess (December 14, 2013). "Nike's iconic Air Max trainer celebrates 25th anniversary with Tinker Hatfield". The Guardian (UK). Retrieved December 23, 2013.
  2. ↑ 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.
  3. ↑ http://www.complex.com/sneakers/2013/01/25-things-you-didnt-know-about-the-air-max-1/first-retro
  4. ↑ Styles, Unorthodox (2005). Sneakers: The Complete Collectors Guide. Thames & Hudson. ISBN 0500512159.
  5. ↑ Styles, Unorthodox (2005). Sneakers: The Complete Collectors Guide. Thames & Hudson. ISBN 0500512159.
  6. ↑ https://cultedge.com/2017/09/nike-air-max-95-colorway-guide/
  7. ↑ http://solecollector.com/news/nike-air-max-history/
  8. ↑ Styles, Unorthodox (2005). Sneakers: The Complete Collectors Guide. Thames & Hudson. ISBN 0500512159.
  9. ↑ "People: Eminem, Gong Li, Keith Richards - Arts & Leisure - International Herald Tribune". New York Times. Retrieved December 23, 2013.
  10. ↑ Styles, Unorthodox (2005). Sneakers: The Complete Collectors Guide. Thames & Hudson. ISBN 0500512159.
  11. ↑ Styles, Unorthodox (2005). Sneakers: The Complete Collectors Guide. Thames & Hudson. ISBN 0500512159.
  12. ↑ https://hypebeast.com/2017/11/nike-air-max-plus-tn-sean-mcdowell-interview
  13. ↑ A Brief History Of The Nike Air Max Series, Complex. 《》, MAR 23, 2017.
  14. ↑ Wong, Glenn M (2012). The Comprehensive Guide to Careers in Sports. Jones & Bartlett. p. 232.
  15. ↑ Carbasho, Tracy (2010). Nike. ABC-CLIO. p. 15.
  16. ↑ Cashmore, Ellis; Ernest Cashmore (2010). Making Sense of Sports. Taylor & Francis. p. 423.
  17. ↑ Air Max 97 OG Relaunch
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