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Weekly updates


Last week we began our look at the history of the revolutionary Nike Air Max, with a spotlight on the Air Max 1. Our series coincides with Nike’s latest range of releases, which herald 25 years of the iconic shoe and features both OG and new gen incarnations of the Air Max 1, 90 and 95. This week we focus our lens on the infamous Air Max 90, a shoe close to many collector’s hearts and a mainstay in any sneaker-heads’ closet.

Words by Benjamin Menzies

In 1990 the Nike Air Max 1 was celebrating its third birthday and had become the preferred people-mover for manicured tracks and gum-stained sidewalks the world over. The 1989 Air Max Light model contributed further clout to Nike’s cross-trainer monopoly and a common theme was emerging on the heels of millions worldwide.

Enter the Nike Air Max III (or ‘Air Max 90’ for the more chronologically inclined). Nike’s passion for progression and game-changing design manifested itself into physical form in 1990 and once again the Swoosh had turned the game on its head, producing another timeless trainer that would further demolish the cultural boundaries cracked three years prior by its older brother. Taking subtle cues from the Air Max 1 blueprint, Nike adopted further advancements in materials and cushioning resulting in a higher cut silhouette and a very literal sense of ‘walking on air’. Tinker blended the shapes and colours from the midsole to the upper and redressed the horizontal wave of red suede that breezed through the Air Max 1 upper, with a sleek incline of premium leather. The new design spotlighted Nike’s historic swoosh imprint and gave the silhouette its ‘fast’ appearance.

Naturally, the introduction of a new Air Max shoe also demanded the induction of an even more audacious premiere colourway. Tinker’s adventurous red and white colour-blocking on the Air Max 1 had already proven that the population would step out of their comfort zone to step into an even more comfortable shoe. When the Hyvent Orange heat hit shelves, they disappeared just as quickly at the hands of street savvy sneaker-heads as they did the fitness freaks. In line with the 90’s release, urban street style was becoming bolder and more graphic and the emergence of electronic dance sub-cultures meant that the slick graphic design and eye-popping colourways of the 90 were met with a very captive new audience.

Since 1990, the Air Max III has been through more costume changes than a Victoria’s Secret parade and has even superseded its older brother in terms of genetic make-up modifications (Hyperfuse, 360 and Vintage treatments sprinkled across the last decade) including an entire shift in hue from the original Hyvent Orange to the MX Orange a decade later and following that, the infamous Infrared outfit responsible for the 90’s continued success in 2013.

Throughout the years we’ve seen the model become the canvas to showcase Nike’s latest tech advancements. This year we see the shoe recontextualised for the future, with the use of Nike’s Engineered Mesh, a material that allows designers to build in and embed multiple zones of functionality into a single engineered surface and eliminate seams and excess layers of material. “This leads to a more seamless fit and feel, and typically produces a lighter weight, more flexible, better fitting shoe” explains Nate Jobe, Design Director for Nike Sportswear Footwear. “With Nike’s Engineered Mesh, we are able to design in zones of breathability, durability, support, and even mechanical stretch all through one material, where in the past we needed to add or piece together multiple materials for the same effect”.

The current range of releases also feature a nod to the shoe’s iconic past, with the Air Max 90 OG. The shoe has a unique ‘aged’ quality, with the suede on the upper featuring a slight weathered finish to it, while the yellow tinted midsole will no doubt remind collectors of their favourite pair of Infrareds they’ve held onto for years.

Slides 1-4: Nike Air Max 90 OG
RRP $200. Available from Nike Stores, Hype DC, Footlocker, Unison, Espionage, Sure Store, Submerge, Laced.

 

Slides 5-8: Nike Air Max 90 EM
RRP $200. Available from Nike Stores.

Shoot Credits:
Art Direction – ACCLAIM magazine
Photography – Michelle Tran
Styling – Jade Leung @ Viven’s Creative
Makeup – Caroline Massola
Model – Brent @ London MGT

Stay tuned to our ‘Air Reinvented’ series for a look at some of the other iconic Air Max releases through the years and an introduction to the new releases.