SNEAKERS | September 17, 2021

The Evolution of Air Max

AIR in a shoe?

In 1987 a young Tinker Hatfield had a revolutionary thought. Is there a way we can put a visible air bubble in a shoe? This once deemed crazy idea is what the AIR MAX franchise would be known for, for years to come. Thirty Four years later Nike’s Air Max franchise is still dominating the scene. The Air Max walks a fine line of the past, present and future, as it blends innovative designs with modern technology. With re-releases of historical colourways and key silhouettes paying homage to Nikes past successes, ensuring the history of the franchise is always inspired from its roots but looks to the future.


air max 90 side by side

Born in 1990 and designed by Tinker Hatfield, the Air Max 90 was known as the Air Max III, until being given the retro treatment in 2000. The 90 is an aggressive, fast-looking trainer, with a midsole that’s been split into front and back sections to allow for a range of performance and material options.

A core silhouette in your rotation and will never go out of style. A perfect building block for the future of the Air Max collection with built for the race track and styled for the streets. With cultural links in music and even skateboarding, it’s definitely a game-changer. We’ve seen fabric switch ups and hits of colour recently these are sure to level up any fit you’re wearing.


air max 97 side by side

With basketball sneakers dominating in the early ‘90s, the Air Max 95 was an opportunity to turn people’s attention to Nike’s runners. Nike wanted to move away from the Basketball creps that had dominated the ’90s and freshen up the sneaker scene with more standout running silhouettes an undoubtedly big shift in design! It was time to reinvent the Air Max series and take it to a new level! A unique design with a noticeably lacking Nike’s ‘swoosh’ Sergio Lozano took ideas from the human anatomy and the eroding earth to produce the infamous wavy/rippled upper design we know and love today.


Air max 97 side by side

Continuing to evolve the Air Max range by pairing future tech with an iconic design with the introduction of ‘Total Air’ unit. It was third time lucky with the AM 97. Nike went through two designs before Christian Tresser produced a piece of history with the Air Max 97. Similar to the 95 inspiration was was taken from nature, the upper ripple effect emulates water droplets hitting a pond.

The sneakers were only sold for a year before the Air Max 98 dropped. However, they were quickly reissued, with a gold edition landing in ’99, as their popularity surged throughout the late ‘90s. With Nike dropping new colour-ways and adaptations each year, the 97 will continue to be one of Nikes iconic collections.


Air max 270 side by side

The series wouldn’t be complete without the latest addition to the Air Max fam; the 270. Nike’s Air Max 270 is fresh in and boy, are we into this silhouette! The Air Max 270 is famous for being designed as the first 100% lifestyle Air shoe. With more air than ever boasting the biggest heel pod, providing maximum Air cushion comfort!

Built with a bootie-style mesh or Flyknit upper. The Swoosh 270 is ultra-lightweight and super well ventilated meaning you keep your cool all day long. Available in core colours and both high impact and lowkey colours options. There’s an AM270 for everyone.

Here at JD we are proud to offer you a wide array of Nikes best Air Max offerings. With five different collections in a number of colourway’s (even some JD exclusives) we are sure you’ll find the Air Max for you.

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