Air’s story is never about then. Long

Nike had risen to the pinnacle of sports design during the ’70s with a straightforward, utilitarian Nike Air Max 270 Womens approach to product — all-purpose and high-performance shoes that had never been made before. At some point in the ’80s, that sort of plateaued. People were www.alanadavies.co.uk looking for something different, not just in what Nike was doing, but all around the world.
Music was changing. Disco had gone away. I'm not even going Nike Air VaporMax Womens to describe how it was shifting, because I had three little daughters at the time, and I wasn't listening to much music. But I knew some weird stuff was going on.
The same thing was happening in art and design. The mid-’80s was a period of transition from a more Nike Air Max 270 Damen formalized hierarchy to a looser, street-based, more inspirational form. We at Nike were part of that wave, and I just happened to be a designer doing it from a footwear perspective when nobody else was.
It was a happy accident that the transition was happening just as Nike was losing a little mojo. There was a bigger appetite for trying something new and different, and that was squarely connected to the creative sparks all around us.
Those creative sparks led to visible Air and other innovations, set the stage for 30 years Nike Air Force 1 Womens of reinvention of Nike’s most ubiquitous cushioning Nike Air Max 95 Womens platform and, perhaps most importantly, truly connected sport engineering and design culture for the first time. Forefoot Air. Full-length Air! Tuned Air. These were some of the astounding changes to both the make and aesthetic that put the Max in Air during the Nike Air Max 90 Damen Rosa ’90s, and its evolution mirrored the tenor of the decade.
The era had a new soundtrack. Hip-hop was expanding, Brit-pop dominated the charts and new iterations of dance music were speeding up BPMs and helping to welcome sportswear into raves around Europe.
Streetwear was born — or at least hit stride — in the ’90s convergence of sport and culture. The audacious look of Air Max models, from the 90 to the Air Max Plus, helped lead a transformation in dress, each shoe equally big, bold and colorful.
New technologies were also changing the way people interacted. The World Nike Air Max 90 Womens Wide Web became a reality in 1991, and by the time the iMac hit in 1998, the emergent platforms (including an inventive, digitized auction service in 1995) shifted Nike Air Force 1 Womens how people created communities and bought and sold goods. This digital revolution helped sneaker collecting Adidas Ultra Boost Femme transition from a word-of-mouth niche lifestyle to a global phenomenon. While its history is rich, Air’s story is never about then. Longstanding borderline-cultish crushes on specific models mean Air, in almost every iteration, is about the now. And the continual reinvention and imaginative spirit behind it Nike Air VaporMax Mujer means that the platform is never far from what’s next.
Creating the Nike Air Max requires cooperation, camaraderie — an esprit de corps.
The process begins with Air Manufacturing Innovation. The folks there get to imagine possibilities — the forms, feels and Nike Air Force 1 Femme structures of Air — and spark inspiration for future design. Their engineering breakthroughs allow other teams to unlock the keys to a softer, bouncier, more flexible ride.