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Nike changed the shape and composition
« on: Apr 27th, 2018, 11:47pm » |
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By the greedy ‘80s, the Air Force 1 and original Air Jordan sneakers had taken over the Nike Air Max 90 Mujer Blancas world of basketball. Nike had also Adidas Superstar Femmecultivated its image as an edgy brand—so much so that after the NBA banned the original Air Jordans for not meeting its coloring guidelines, Nike actually paid Michael Jordan’s fines as long as he kept wearing them on the court. But the company continued to innovate and take Nike Air technology to new levels.
Nike became a billion dollar company in 1986, around the same time that it was putting the finishing touches on a massive upgrade to its line of air-cushioned shoes. The following year, the company released the Air Max 1 running shoe, featuring a much larger air pouch and a little window into the cushion on the side of the heel.
This involved a little bit of reengineering. What had been a thin, foot-shaped container for the air cushion would be redesigned to resemble a squished Klingon starship, the edges of which held the visible air. In the middle, there was a beefy pouch with Nike Air Max Thea Feminino supports for primary cushioning. This concept would become a defining brand for Nike, especially in terms of establishing the company’s superiority in technology-driven design. The air wasn’t just Adidas Eqt Support Adv Hombre visible either; you could poke the packet of gas and feel the bounce.
Air Max shoes put the technology on display without offering too many clues about how it worked. (It’s honestly just a polyurethane pouch filled with inert gas.) That simplicity remained key to the overall design. The original Nike Air Max I, designed by the now-legendary Air Max maestro Tinker Haven Hatfield, established a formula that would help Nike bring in billions of dollars in the decade after it was introduced.
“The shoe was designed to breathe, be flexible and fit well but the fact it had the air window in the sole and the frame color around it meant it looked a lot different than other shoes in its day,” Adidas ZX 700 Mujer Hatfield told The Guardian a couple years ago, speaking about the Air Max line. “It was easy to recolor it and do it over and over again, it wasn’Adidas ZX Flux Mujer Blancas t overdesigned.
The evolution of the Air Max lineup hinged on a pretty straightforward set of design principles for the next decade. The sneaker was not only marketed as extra air-filled but also rather unique yet personalized, since each model came in multiple different colorways with new releases. Nike changed the shape and composition of the Air Max technology over the years, selling the public on the feigned innovation that came with each subsequent generation of Air Max sneakers.
That said, the principle of air cushioning being a one-size-fits-all solution to comfort and performance is pervasive in the company’s marketing strategy. The “Strangely scientific” tagline in this 1994 commercial for Air Max.
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