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Nike Air Max Command Donna
« on: May 13th, 2018, 8:00pm » |
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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, Nike Air Max Command Donna since each model came in multiple different colorways with new releases. Nike changed the shape and Nike Air Max 2017 Mujer 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 2 is a great example.
Suddenly, sneakers felt a little bit less like slabs of foam and rubber that you strapped to your feet and more like a gadget that made you a better athlete. Hatfield even said that the design of Air Max was inspired by the Pompidou Center in Paris, a nod to its legendary architects Renzo Piano and Richard Rogers. Indeed, the technology Adidas ZX Flux Dam made sneakers look futuristic. As to whether or not Air Max shoes delivered on that performance Nike Air Huarache Dam promise is a subject of great debate.
For the purposes of this history, I’ll focus on the running shoes Adidas NMD Dam since the Nike Air technology was originally built for competitive track athletes. It’s also important to emphasize how Nike marketed the extra cushioning as a good thing for all runners. This claim has proved to be rather dubious in recent years. Experts say shoe companies like Nike are to blame.
“Part of the problem is the shoe industry as a whole does a really horrible job of matching footwear to feet,” physical therapist and biomechanics expert Jay Dicharry, told The Atlantic last year. “All the methods used to fit feet to shoes don’t really hold up as valid ways to classify runners and to match shoes.”
Along those lines, the main thrust of Air Max innovation boiled down to the grand American ideal that more means better. This Nike Air Max Thea Dam philosophy is wonderfully expressed in the now iconic Air Max ads from the 1990s. Even the aesthetic of Nike Cortez Mujer simple black text on stark white backgrounds emphasizes that simple but bold formula. You can see this Madison Avenue tradition as far back as the Mad Men-era Volkswagen ads and continues to this day with pretty much every Apple ad in the past ten years.
It gets crazier from here on out. In 1991, the same year of the Air Max BW, Nike came out with the Air Max 180 featuring an “Air-Sole to outsole with no interruptions.” In other words, you could see the sack of air cushioning from the bottom of the shoe as well as the side.
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