Sportswear giant Nike celebrate the second annual ‘Air Max Day’ this Thursday with a slew of events, PR stunts and special releases.
Marking the 28th year since Tinker Hatfield’s initial design took shape, they’re inviting fans all over the globe to “Wear Your Air” and rep their favourite of the almost countless Air Max shoe releases. Promotional art pieces have been spotted on the walls of East London as in-store installations celebrate the history of the Air Max brand. A fleet of Nike cars made up with different shoe model decals are traveling the Capital’s streets. In Los Angeles, retail concept Nike SNKRS invites customers to shop in a building shaped like a giant trainer box!
Inspired by Parisian art gallery the Pompidou Centre, the Air Max 1 revolutionised sports footwear in 1987 with it’s inside-out visible air unit and streamlined silhouette. It continues to innovate today, with countless new colourways and materials across dozens of base models. It all started with Sport Royal & OG Red, 2 original colourups that are being reissued in suede/mesh editions for Air Max Day 2015.
A showstopper this year, Air Max evolution goes back to the start with the Air Max Zero. “The one before the 1” is based on 1980’s sketches from the legendary Tinker Hatfield, utilising modern materials and construction for a sock-like fit and breathability. A carved-out Phylon midsole with a visible Max Air unit in the heel provides flexible, lightweight cushioning. Nike’s gone with a beautiful White/Rift Blue/Hyper Jade/Midnight Navy colourway for the first issue of the silhouette. View & purchase here.