Nike ‘What The Max’ Tier Zero Collection

Nike’s Hyperfuse technology has been a popular topic of conversation amongst sneaker and Nike fanatics over the last year or so. The application of the durable and lightweight material and process to classic models such as the Air Max 90, 87 and Dunk seems to have been received in good spirit so far. This new “What The Max” pack carries on that style of application, with a mix of new and older running models being utilised.

The pack looks to take some inspiration from the previous “What The Dunk” release last year and plays on some of the Olympic ring colours, a nod to the up and coming games in London this Summer, providing some seriously bold looking footwear. This pack contains the Air Max 2012, Air Max 90 and the Air Max 95+ 360. All three shoes are constructed using Nike’s coveted Hyperfuse technology, which provides some interesting aesthetics with its seamless layering process. The Air Max 2012 especially works very well here, with a healthy balance of modern lifestyle and technical design elements that provide something different from the usual suspects, while managing to avoid any crazy space/futuristic aesthetics that can sometimes be unappealing. The Air Max 90 and 95+ hybrid will probably be the most popular amongst the UK footwear fans, with both maintaining the style and aesthetic that made them so popular in the first place.

Available from Urban Industry now.

Chris Benfield

Chris is a multi-disciplinary designer working across editorial, print, identity and digital for a variety of industries. Previous clients include Nike, PUMA, Dazed & Confused and Boxfresh.

Previous PostNext Post


  • mellowhype


  • Fugly

    Wow, these are horrible. maybe nice with your halloween outfit.

  • M

    What the hell, these aren’t good

  • Kane

    Actually really feeling all of these.

  • tony

    i saw these on another Well Gosh’s site wanted a pair for my 13 year old son but they don’t start at 6’s. he’s gutted. Maybe i’ll buy them and give it to him next year for his 14th.