Nike Air Max

The Air Max IV/Air Max 91; nowadays known as the Air Max BW, is the biggest selling Air Max shoe of all time

Nike Air Max is a line of shoes first released by Nike in 1987. It was the first shoe to feature "visible air" technology. Since its introduction, Nike has frequently introduced new and updated models in the same product line.

Overview

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. Different types of Air Max cushioning include "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 basically just another word for full Air Max cushioning, "Tuned Air," which is a system of individual pods supposedly "tuned" to different areas of the foot. 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) and another type of Air cushioning is the low profile and very responsive "Zoom Air."

The shoes have always been high tech for their time so runners have always worn them, but they are equally valuable as a casual shoe. They are generally fairly comfortable and the designs and colors are very inspired in some cases. The 1995 model was extremely popular for a long time and saw many colorways introduced. Its popularity has waned but many people still love the shoe. Originally it was met with some skepticism due to its suede construction, high price tag and neon accent color. International collectors quickly came to love the shoe and eventually it became popular in the USA as well.

History

Especially sought after models (according to Nike's History of Air advertising) include:

Air Max I 1987
Air Max II (commonly known as Air Max Light) 1989
Air Max III (commonly known as Air Max 90) 1990
Air Max IV (commonly known as Air Max BW or Air Max Classic) 1991
Air 180 1991
Air Max 270 (commonly known as Air Max 93) 1993
Air Total Max (commonly known as Air Max 95) 1995
Air Max 97/98
Air Max 2003
Air Max 360 2006.
Air Max 360 2007. (The newest pair(s))

There is also new 2008 edition of the of the air max 180.

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.

The Beatles' song "Revolution" was used in a television commercial to promote the shoe. It was the first and only time that a song performed by the Beatles was used in a TV ad.^{[citation needed]}

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Culture and fashion

The cushioned shoe (especially the Air Max BW) has been a popular clothing item among gabber music fans. The Dutch song Het land van ... by Lange Frans & Baas B states that Air Max will never go out of fashion in the Netherlands. Nike Air Max are very popular in Hip Hop Culture and Chav Culture. Also, Air Max (especially the Air Max BW and 93) were (and are nowadays) extremely popular in Serbia in first half of the '90. in spite of extreme inflation (average monthly pay was around $1, and shoes were around $100). Most popular crime in those days was taking off shoes from someone.

Air Max 95

The Air Max 95 was based on the human anatomy. With the spine of the shoe resembling the human spine and the original materials to represent skin etc. Although stores were reluctant to stock this shoe because of its high technology and hence high price tag, they took a chance it became the first shoe to be more than £100.00 sold in JD Sports. However they are often replicated and sold on the Internet for a small fraction of cost.

According to a new police database, the footwear of choice for criminals are Nikes with Nike Air Max 95's being the most popular Daily Mirror. Air Max 95's are also the chosen shoe of the Bloods street gang.

Air Max cushioning has been used in shoes for almost all sports by now including basketball, cross training, golf, casual shoes, sandals, tennis, etc.; however the "Nike Air Max" is always a running shoe. An example of a basketball shoe would be "Air Max Uptempo."

Air Max 360

On 21 January 2006 Nike launched the Air Max 360. A revolutionary shoe design that utilized Max Air through out the shoes midsole. Traditionally, running shoes have used cushioning systems combined. Foam midsoles generally last for about 500 miles before their shock absorbing properties deteriorate.

In September of 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 revolutionary 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 color ways which are 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 included a new material and a different color way. For this release the deluxe edition uses premium brown chocolate leather. Included in the release of this one time only pack, four clerk designs were also chosen to be used.[1]

The use of '360' of air cushioning ensures the shoes longevity.

External links

Nike.com - Official site of Nike
Classic-boys - 1000 Pictures, information, culture and library of models of Air Max Classic BW
Airmaxbw - Gallery of Air Max BW