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Nike’s new Air Max 270 sneaker
« on: Jul 22nd, 2018, 10:53pm » |
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Nike launched the VaporMax Nike Air Max Classic BW Damen last year as the newest addition Nike Air Max 90 Damen Blumento its fabled Air platform, which now has a history three decades long and has played a crucial role in the company’s overall success. Nike called it “the pinnacle of Air,” since it used the idea of Air—basically a polyurethane bubble inflated with gas—to create an entire standalone outsole.
The shoe has a distinct look and feel, and while Nike introduced it as a running technology, it made clear that its appearance was just as important. Among the first views the public got of the sneaker was on the runway at Paris Fashion Week in 2016, where Nike and Japanese label Comme des Garons showed a laceless version they collaborated on. Since then, Nike has been putting the VaporMax sole on a number of different sneakers, including popular retro styles like the Air Max Adidas Superstar Feminino 97, cleverly giving a fresh Nike Air Max 2016 Feminino update to designs that have been around for years and drawing customers.
Though it’s also member of the Air Max family, the Air Max 270, released at the start of 2018, is unique in the Air platform’s history. It’s the first to be designed purely as a lifestyle shoe, rather than starting as a performance sneaker.
It has taken off as a fashion shoe. The massive Air bubble at the heel gives Nike a way to inject a big, bright burst of color and energy in the design, and the company has released numerous version that mix and match colors across the upper and the sole.
It took Nike’s chemists, engineers, and designers more than three years to develop React, a running platform that has the cushion and bounce of a very firm marshmallow. The company had big plans for it when it debuted the shoe in January.Nike Air Zoom Pegasus 34 Femme Brett Holts, Nike’s vice president Adidas Gazelle Womens of running footwear, told Quartz they expected it to quickly become one of their biggest running platforms, and to essentially replace its predecessor, Lunarlon.
Comfort is a top priority for shoppers today, making React appealing to customers whether they plan to run with it or not. Nike, in fact, is in the midst of launching a new iteration designed for everyday comfort—and style—the Nike React Element 87. Nike again turned to Paris Fashion Week for the shoe’s debut, working with Japanese label Undercover. But it has also started selling non-collaboration versions of the React Element 87. They were already beginning to appear on the feet of guys at the Paris men’s shows last week.
Though one important point to note about all three of these sneakers is that they aren’t just appealing to men. Adidas Stan Smith Womens “The success of our new cushioning Nike Air Presto Feminino platforms is driving momentum in our women’s business as well,” Parker said on the investor call. “In fact, following our launches the past three months, the 270, VaporMax and Epic React are already the top three selling women’s athletic footwear models.
Nike’s new Air Max 270 sneaker doesn’t hit shelves until next month, but that isn’t stopping new variations of the new lifestyle model from surfacing on social media.
Several versions of an upcoming Air Max 270 model decked out in Flyknit are making the rounds. This updated iteration replaces the original’s engineered mesh design with nearly all-Flyknit upper backed by leather at the heel. The shoe’s standout Air Max 270 unit, which takes inspiration from the retro Air Max 93 and Air Max 180 models, remains unchanged.
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