December 26, 2012

Nike's Air Max reinvented

As the newest member makes its debut, the classics evolve to keep up with the times.

In 1987 a revolution began. Led by the idea that replacing the foam midsole on a shoe with air would make the shoe lighter and increase it’s longevity. This idea paired with the sartorial eye of Tinker Hatfield led to the creation of The Nike Air Max 1 (87), the firstborn of the Nike Air Max family. But innovation didn’t stop there. Over the years the Nike Air Max continued to be updated with the latest innovations and technologies paving the way for new iterations of Nike Air Max featuring the signature visible air unit. From leather and synthetic uppers to full-length air, the Nike Air Max has become more than just a shoe; it’s a cultural icon.

Over the next 25 years Nike Air Max transcended its performance footwear roots. Adopted by communities who took the Nike Air Max from the track to the street, it’s coveted for its unique aesthetic as the ultimate symbol of self-expression.  Using innovation and the modern technologies of the day, The Nike Air Max 1 was remixed and reinvented giving way to a succession of Nike Air. The Nike Air Max 90, the Nike Air Max 95, and the Nike Air Max 97 could soon be found on the soles of feet spanning from California to Japan.

The Nike Air Max became a subject of discussion in the news and an authenticator for personal expression. Permeating various music scenes and youth movements, the Nike Air Max family is synonymous with defining a culture for the year for which they are named. The Nike Air Max 1, 90, 95, and 97 have all become so iconic they can simply be referred to by the year they were released, no other reference necessary.

In early 2013 Nike reignites the revolution. Using the modern technologies of today the Nike Air Max family goes through the filter of innovation and is reinvented while also welcoming a new installment to its series. Updated to a highly adaptable-engineered mesh upper that helps increase breathability while decreasing weight, The Nike Air Max 1, 90, 95, and 97 are newer and better without losing their iconic look.  The new Nike Air Max+ 2013 joins the family. While retaining the traditional sport inspired aesthetics this new model is packed with performance updates. The full-length air bag is more flexible than ever, Nike Hyperfuse upper helps make it lightweight and breathable and the Nike Dynamic Flywire aids in keeping the wearers foot secure. The legend that is Nike Air Max lives on.