Nike continue to celebrate the 25th birthday of their beloved Air Max innovation, this time inviting 5 London based creatives to reinvent beloved Air Max models.
There’s a real nice mix of creatives on display here, showcasing a wide range of disciplines, techniques and styles with each creative bringing their own twist to the Air Max range. With the Air Max 1, Air Max 90, Air Max 95, Air Max 97 and Air Max 2013 being the selected shoes, there’s pretty much every significant Air Max base covered. Obviously, it’s an OG only kind of thing, with each artist being given an OG retro of each model to inspire their creative juices.
Animator Matt Box has drawn inspiration from original Air Max advertising (which you can see in full here) in his video, which has a very similar vibe to the video that launched the FlyKnit technology last year. Bruno Drummond and Gemma Tickle took inspiration from the iconic shapes and textures found within the Air Max 90 to create what could easily be mistaken for a computer generated image. Rosy Nicholas has taken the Air Max 95 and reinterpreted it in an architectural form, pulling inspiration from London’s dominant South Bank Center, along with the colour palette of the OG ’95, creating an awesome sculpture that any sneaker head would love to have on display in their house. Oscar Bolton Green draws inspiration from the beautiful air bubble found in the ’97 to create his weightless illustration, celebrating some of his favourite cultural identities that he associates with the era. Finally, designer Sam Cody takes the futuristic Air Max 2013 and creates an equally futuristic triptic, inspired by the textures and bold colour palettes found in the latest of the Air Max family.
It’s always nice to see sneaker culture reflected in art of any form, so this celebration of the 25th Air Max birthday gets a thumbs up from us. You will be able to see each piece of work on display at the Hoxton Arches from Friday 29th to Sunday 31st March (11am – 6pm), so make sure you head down and soak up a bit of historical sneaker culture.
*You can have a look around the exhibition here.
Nike Air Max 1 – Matt Box:
Nike Air Max 90 – Bruno Drummond & Gema Tickle:
Nike Air Max 95 – Rosy Nicholas:
Nike Air Max 97 – Oscar Bolton Green:
Nike Air Max 2013 – Sam Coldy: