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Nike Air Max

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The Air Max IV/Air Max 91; nowadays known as the Air Max BW, is the biggest selling Air Max shoe of all time
Two pairs of Air Max, 2003, 2006

Nike Air Max is a line of shoes first released by Nike in 1987. 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."

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 96 1996
  • Air Max 97
  • Air Max 98
  • Air Max Plus (commonly known as Air Max TN)
  • Air Max Ltd 2002
  • Air Max 2003
  • Air Max 2004
  • Air Max 360 2006.
  • Air Max 360 2007. (The newest pair(s))
  • Air Max Elite

There is also new 2008 edition 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 only time that a song performed by the Beatles was used in a TV ad.[citation needed]

Culture and fashion

Custom AirMax showing colored components

The shoe has aged well since its introduction. It has become a near tradition in Europe (specially the Benelux) for anyone to own at least one pair of Air Max. [citation needed] The shoe is popular among underground and known groups.

In the last few years with the internet gaining more popularity among the youth, AirMax has gone into a new phase. Websites and shops have been set up to sell custom Airmaxes. This often involves painting the AirMax to give it a unique color.

Due to its cushion, the shoe (especially the Air Max BW) is a popular clothing item in Hip Hop Culture, Chav Culture and among gabber music fans.

Air Max Light

Originally released in 1989 as the Air Max II, it was over shadowed by the Air Max III which was released one year later. In 2007 Nike reissued the Light for a new generation to enjoy. JD Sports had an advertising campaign using the word Swoosh.

Air Max 90

Air Max 90 CL
Leather Air max 90

Known as the Air Max III until 2000, when it was reissued taking its name from the year of its launch year. The original colourway of white/black/cool grey was chosen to exaggerate the thickness of the sole air unit. The AM90 is especially popular in Europe. In a report it was seen that reebok outsold nike.

Air Max 95

File:Air max 95.JPG
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 and 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 95s being the most popular Daily Mirror. 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

2006 Nike Air Max 360
Nike Air Max 90 x 360 Hybrid

On 21 January 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 before their shock absorbing properties deteriorated. The use of '360' of air cushioning is meant to ensure the shoes longevity.

See also


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