Swarovski Women’s Nike Air Max 90 Red White & Blue
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Listed on May 4, 2023
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Nike Air Max 90 Sneakers for Men – Up to 43% off
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Nike Air Max 1 – Sneaker Story
This is the fourth installment of the classic sneaker series with the Please public team. Today we’ll talk about a pair that Nike management didn’t believe in at first, but in fact, the most famous sneaker dynasty in the world began with it.
Meet Air Max 1.
fashion
sneakers
It’s easy to trace the Air Max 1’s genealogy: the main predecessor was the Tailwind 19 running78 years old. Their outsole was the first to use Air (or Air-Sole) technology, which was developed by former NASA engineer Frank Rudy. It was a polyurethane pillow with an inert gas pumped inside. Today, nitrogen is used in production, and then it was rather dangerous sulfur hexafluoride. The laconic design of the Tailwind concealed a thin cushion underneath about ⅔ of the outsole area. It became a competitive advantage for Nike – runners swept the Tailwind off the shelves, and there were more and more of them in the world. Amortization, thanks to know-how, improved significantly, and people voted in dollars. It is noteworthy that Nike was not the first company to which Rudy offered his invention: big brands, among which was adidas, did not see prospects in him and refused to cooperate. Later, Nike rolled out the whole Tailwind family, which includes eight models, and the first of them is being re-released to this day.
In 1982, the first basketball shoes with the use of an air cushion appeared – Air Force 1 (we talked about them here). However, neither they nor the Tailwind come close to the Air Max 1 in terms of design. Who exactly turned an inconspicuous technical detail into a brand’s calling card? Architect Tinker Hatfield, who joined the company in 1981 with an eye to work in his specialty. He designed buildings on the grounds of Nike’s headquarters in Oregon, and four years later Hatfield was given more authority and involved in shoe design. In this case, he relied on architectural knowledge and treated the project of a new pair of sneakers as a master plan for a building. The concept of the Tinker model was prompted by the controversial Georges Pompidou National Center for Arts and Culture. Building 1977 years of construction seem to be turned inside out: many communications and technical elements are placed on the facade. To some Parisians, it looked like an oil refinery. The center was designed not by the French, but by Briton Richard Rogers and Italians Renzo Piano and Gianfranco Franchini.
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Few appreciated the technically simple but unusual solution: according to Hatfield, they even tried to sit him down and deprive him of his job, considering him insane. The architect was supported only by the director of innovation in the field of depreciation, David Forland, and Hatfield set to work. But a new obstacle arose: the marketing department at first did not understand how to sell sneakers with a “hole”, but in the end they gave in. To convince buyers, the brand prepared statistics, comparisons with competitors, and other evidence that was published by specialized magazines like Sports Illustrated.
The creator of Air Max (a unit in the name appeared after the release of the following models in the line) did not rely only on a new design solution. Hatfield felt it was essential for the shoe to be noticed from afar, so the two original colorways were bold: Sport Red and Varsity Blue, almost like the adidas Gazelle. Recall: at that time, the life cycle of the model was several years, and even if the sneakers sold well, they were replaced with a new silhouette. The first re-release of Air Max 1 happened in 1996: The original leather swoosh was replaced with a smaller plastic jewel version that shimmered and looked like jewelry. The following year, a small logo was sewn into the leather “belt” between the sole and the uppermost part of the shoe (mudguard).
In fact, Hatfield started designing a whole galaxy of silhouettes in 1987, and two years later the Air Safari, Air Trainer 1, Air Sock and Air Revolution hit the shelves. They decided to present the new line with the help of a commercial, in which several heroes went in for different sports. The voice-over called for at least some physical activity, implying that the brand has shoes for everyone. However, not everyone appreciated the creative: for example, The Beatles label Apple Records remained dissatisfied. He filed a $15 million lawsuit against Nike for having Revolution, the band’s composition, in the video.
The brand could not yet afford to buy the rights to it, which the label’s lawyers took advantage of. But Apple Records shareholder Yoko Ono intervened: she hoped the ad would revive the popularity of her husband John Lennon’s music among young people. The parties entered into a pre-trial agreement, the terms of which were not disclosed, and the advertisement was removed from television at the beginning of 1988 years old.
Like all the heroes of our column, Air Max 1 has gone through many modifications and collaborations. So, the fifteenth anniversary of the model was celebrated by cooperation with the Japanese atmos sneaker store, which transferred the colors of the Air Safari pair to “ones”. It was the very first collaboration based on the Air Max 1, and therefore it is still being hunted to this day. Thanks to atmos, the sneakers went wild again in the 2006 Animal Pack and the 2007 Elephant Print. Both pairs will re-appear on sale only once: in 2018 and 2017, respectively.
If we were to compose the alphabet of Air Max 1, then under the letter A, we put Amsterdam on a par with atmos.
Dutch artist Parra (Peter Jansen) and metropolitan store Patta are close partners with the Oregon giant. In 2005, Parra designed the Air Max “inspired” by his hometown – the result was a “gingerbread” model in rich shades. The Amsterdam Nikes came out in a limited edition of 200 to 300 pairs and were rumored to be on sale (sold for $30). Today, their value in the secondary market reaches $10,000. The second common brainchild was the Chlorophyll 2009 colorway.of the year, named after the green elements of the denim top. Then, in 2011, as a result of a three-way collaboration between Patta, Parra, Cherrywood suede was born, which today is valued at a minimum of $5,000. Both partners still work with Nike, with Patta releasing several redesigned Air Max 1s this year and Parra releasing one pair of Air Max 1s and one pair of SB Dunk Lows in 2018.
Another designer triumvirate happened thanks to Kanye West: in 2007, long before the contract with adidas, the rapper teamed up with Nike and Edison Chen’s Hong Kong brand CLOT.
The sneakers were released in four copies and were intended for Edison and Kanye, who was going on the Touch The Sky tour, and thus one of the rarest pairs in the world was born. True, brand fans found a combination of colors in the NikeiD customization service and began to repeat the color scheme of exclusive sneakers, but the company quickly stopped the abuse of colors.
A noticeable number of premieres in the lineup falls on March 26 of each year – on the world’s Air Max Day. The unofficial holiday was approved in 2014. So, in that year, a special version of the “ones” Air Max Day was released with a memorable date on the tongue and a neon green sole with an almost classic gray-red top. The following year, the brand pulled old Hatfield sketches from the archives with different design options for future AM1s. Based on them, the company released the Air Max Zero silhouette, which in the 1980s seemed too complicated to produce and remained only on paper for thirty years. In 2016, Air Max Day was the occasion for the release of three sneaker models from the informal creative trio HTM.
HTM is an acronym for Japanese visionary Hiroshi Fujiwara, honored designer Tinker Hatfield, and Nike CEO (2006-2020) Mark Parker. Later, they will be joined by the lead designer of the ACG line, Peter Fogg, a man with an aircraft design diploma and a Boeing line in the labor force. This triumvirate often stood behind Nike’s cutting-edge projects, unfettered by corporate restrictions.
Item 1 of 5 the Vote Forward contest thundered, in which 12 designers from all over the world, including Russia, participated. You probably remember the black hybrid model from Air Max 97 and VaporMax that Artemy Lebedev introduced, even if you are not immersed in the context of sneakers, five years ago they were talking about it literally everywhere.
Lebedev’s concept took second place, and in 2018 the sports giant introduced the VaporMax 9 model7 with a similar design – however, Artemy did not put his hand to it. Sean Wotherspoon, the founder of Los Angeles-based sneaker shop Round Two, a sneaker designer and partner for brands including adidas, Porsche, and Nike itself, won the competition. The iconic sneakerhead and entrepreneur crossed an Air Max 97 corduroy upper with an Air Max 1 sole and painted the model in subdued yet lively and light hues. The main prize of Vote Forward was the production of physical copies. According to rumors, the brand made about 50 thousand pairs, which went on sale on the next Air Max Day 2018. Both five years ago and today they have a great collection value due to their unusual history, the authority of the designer and the original set of materials.
35 years ago, the world’s largest sports brand acquired a distinct identity that set it apart from its competitors and played a significant role in its current success.