Nike is renowned the world over as a leading supplier of sports goods, athletic shoes and apparel. Nike Air Max, a line of trainers from Nike, was released in 1987 and was the first shoe ever to feature “visible air” technology.
Air Max in the soles is used for maximum impact cushioning. Sport can be brutal and repetitive. It can cause havoc to the body, especially to the legs, and affect your performance. Nike’s Air Max cushioning is engineered to bear repeated pounding and downward impact and to prevent injury. The shoe is designed with a large air-cushioning unit in the heel. In most models, this Air Max cushioning is visible from the side of the midsole. The Air Max line has different styles. The high pressure Air Max 2 does not have holes in the cushioning unit. The Tube Air version has several small circles in the midsole. Tuned Air has a system of individual pods that are tuned into the different areas of the foot. Other styles available include Total Air and Zoom Air.
These high-tech shoes are stylish and incredibly comfortable. They are worn by runners and as casual shoes too. The Air Max 95 line is inspired by the human anatomy – the spine of the shoe resembling that of the body. The model initially met with a lot of scepticism because of its neon colour, suede construction and steep price tag. However, it continues to be very popular among players and has now been a favourite for a long time.
The cultural impact of the Air Max line was enormous. The 1993 model had a fully visible heel air unit that could be seem from the back and the sides. The 1995 model had a visible forefoot feature. The 1997 model had a full length air bag. The shoe became iconic after The Beatles’ song Revolution was used in the Nike TV advert. It was the only time a song by The Beatles had ever been used in a TV ad. Hip hop music fans loved the Air Max BW line. There was even a Dutch song dedicated to the line stating that the Air Max would never go out of style in the Netherlands.
Nike Air Max shoes are worn for golf, basketball, cross training, tennis and soccer. In 2006, Nike came out with the Air Max 360 using Max Air throughout the shoe and eliminating the need for midsole foam.
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