Nike Air Max
Nike Air Max is a line of shoes produced by Nike, Inc., with the first model released in 1986. Air Max shoes are identified by their midsoles incorporating flexible urethane pouches filled with pressurized gas, visible from the exterior of the shoe and intended to provide cushioning to the underfoot. Air Max was conceptualized by Tinker Hatfield, who initially worked for Nike designing stores.
Overview
Air technology was first used by Nike when M. Frank Rudy, an aeronautical engineer, approached them with the idea and design in 1977. The first shoe to implement the technology would be the Nike Air Tailwind in 1978. Air Max was conceptualized by Tinker Hatfield, who initially worked for Nike designing stores. As the name indicates, all Air Max shoes feature one or more translucent pouches of pressurized gas embedded in the midsole and visible from the outside of the shoe. Referred to as "Air units" or "airbags," their stated purpose is to provide superior cushioning to traditional foam while also reducing weight. The design originated from the company wanting to implement bigger air units in the sole but not being able to cover them up properly like previous models. The effectiveness of the technology for this purpose is disputed; nevertheless, the shoes enjoy consistent popularity, especially among sneaker enthusiasts and collectors.The size, design, and number of air units varies within the product line; the "retro" Air Max 1 simply includes one small unit under the heel, while in the contemporary Air VaporMax, effectively the entire midsole is composed of air units with no conventional foam present.
Culture and fashion
The line of sneakers is popular amongst many subcultures.In the mid-1990s the line, particularly the Air Max 95, experienced such a surge of popularity in Japan that it led to a phenomenon known as "Air Max hunting". The extremely inflated prices of the shoes led to a rash of muggings in the normally-peaceful country wherein Air Max wearers were attacked and their shoes were stolen. Even used shoes were in demand, and fakes also became a problem.
Models
Air Max 1
Released in 1986 as simply the Air Max, the Air Max 1 was the first shoe to employ Max Air technology. It was marketed for running, which would continue to be the case for new Air Max designs until 2018's Air Max 270. Its upper was composed of nylon and synthetic felt, with a leather version being released in 1988. Its original development however showed issues within the big bubble when exposed to varying temperatures and had a tendency to pop. This in turn caused a recall and a reintroduction of The Air Max one as it is today with slight changes to the midsole and bubble sizing. However we saw a return of the "Air Max 86 Big Bubble" in 2023. The Air Max 1 continues to enjoy significant popularity with sneaker enthusiasts, and Nike re-releases the model with original and new exterior designs on a regular basis.Air Max Light
Released in 1989 as the Air Max II, the Air Max Light weighed less than the original, achieved by replacing the forefoot polyurethane midsole with one made of EVA foam. Re-released in 2007, Nike has continued to release additional colorways.Air Max 90
The Air Max 90 was released in 1990 and known as the Air Max III until 2000, when it was reissued taking its name from the year of its launch. The original colourway of white/black/cool grey with infrared was chosen to exaggerate the thickness of the sole air cushion. The upper featured Duromesh, synthetic felt and synthetic leather. Nike specially designed a pair of Nike Air Max 90s for President George H. W. Bush. Images of the customized sneakers have been seen around the Department of Nike Archives, and feature AIR PRES branding along with what appears to be a unique colorway.Air Max BW
Released in 1991 as Air Classic BW and also known as Air Max IV, the "BW" in the name stood for "Big Window" which was due to the bigger air unit in the sole of the shoe.Air Max 180
Released in 1991, the Air Max 180 featured a larger air unit visible through the outsole. The technology was later used in the Air Force 180 sneaker.Air Max 93
Released in 1993 as the Air Max 270, the Air Max 93 introduced a 270-degree air unit and colored air units to the range. Nike employed new manufacturing processes to provide the larger and more exposed air unit greater protection. The upper featured a more sock-like fit derived from 1991's Air Huarache sneaker.Air Max2 CB 94
The Air Max2 CB 94 was released in 1994. Designed as a basketball shoe by Tracy Teague, it was inspired by professional basketball player Charles Barkley.Air Max 95
The visual design of the Air Max 95 was created by Sergio Lozano, who based the design on the human anatomy, with the spine of the shoe resembling the human spine and the materials intended to represent skin, ribs, and tendons. The Air Max 95 was the first pair in the line to utilize two air cushions in the forefoot and used air pressure technology to fit the curvature of the wearer's forefoot. The first colorway was black, neon yellow and white. Neon yellow was used to emphasize the multiple air units. The shoe also introduced a smaller Nike swoosh minimized in the rear side panel. Original releases featured a "25 PSI" air pressure reading on the rear air unit. Uppers also featured 3M Scotchlite material.The product was referenced in the hip hop song "Hate It or Love It" by The Game, which was a worldwide top 10 hit in 2005. It was also referenced by rappers Gucci Mane in the single "Bricks" and Waka Flocka Flame on the track "Head First" in his 2009 mixtape, "Lebron Flocka James". The rapper Eminem designed a limited-edition range of Air Maxes sold for charity.
The shoe’s former UK price of £110 led to the shoes receiving the nickname 110s among locals in the English city of Liverpool, where the shoe is known for its extreme popularity among locals.
In summer 2025, Nike announced the release of the limited-edition 'Muscle' line of the Nike Air Max 95 in collaboration with the Yu-Gi-Oh! series, portrayed as "Air Muscle" luxury brand athletic shoes worn by character Jounouchi Katsuya or Joey Wheeler and as the central story focus in the Muscle Hunters storyline arc of the original 1997 Yu-Gi-Oh! manga, where Joey tries to obtain the shoes for cheap from a reputed if shady independent fashion store in Domino City. The 'Muscle' line comes in two variants: the 'Joey' variant, exclusive to US and global releases, based upon the Yu-Gi-Oh! anime, and the 'Jounouchi' variant, exclusive to Japan, based upon the Yu-Gi-Oh! manga.
Air Max 97
The Air Max 97 was first released in 1997 as a running shoe. Designed by Christian Tresser, its look was said to be inspired by high-speed Japanese bullet trains or the titanium metal frames on mountain bikes. Introduced in a metallic "Silver Bullet" colorway, it had a nearly full-length visible air unit, and the uppers featured a hidden lacing system and three lines made from Scotchlite.The Air Max 97 retailed at $150, about $10 more than its predecessor. It enjoyed much popularity in Italy, where it was re-released in 2007 for its 10th anniversary. In 2017, Nike marked the 20th anniversary of the Air Max 97 by releasing many colorways and collaborations.