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Adidas ZX Flux Feminino
« on: Sep 2nd, 2018, 9:48pm » |
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In some respects, 1987 was a great year for entertainment and culture. Aretha Franklin became the first woman inducted into the Rock and Roll Hall of Fame, The Simpsons made its first television appearance, Michael Jackson released Bad and Nike released the inaugural Air Max sneaker, the Air Max 1. These moments would all go on to be hugely influential and each one’s revolutionary character Nike Air Max 90 Mujer lives on today.
For Nike, the Air Max 1 went down in history as a pivotal and innovative design that elevated the brand when they needed it most. Although the story is part of sneaker lore, its 30th birthday—also Adidas Ultra Boost Damen known as Air Max Day—is approaching and as Nike dedicates an entire month to its celebration with more releases than we can keep track of, we’re taking a look back at how the Air Max revolution started.
It’s a story that can’t be told without first introducing renowned designer Tinker Hatfield. In 1981, long before becoming sneaker industry royalty, Nike hired Hatfield as a corporate architect to design Nike Air Zoom Spiridon Femme buildings on the brand’s Oregon campus. It wasn’t until four years later, in 1985, that he would begin designing footwear upon request. He applied his architectural background to sneaker design and it didn’t take Nike Air Max 90 Dame long for him to impart a rebellious spirit into the recently struggling brand. “I began working on a renegade set of shoes that were not part of a design brief or marketing drive,” he explains, referencing what would become the very first Air Max sneaker.
The ‘80s started well for Nike, they’d acquired 50% market share in the U.S. athletic shoe market and were on track to become a one billion dollar company. However, midway through the decade, the competition was creeping up on them. Bright colors, daring patterns and bold neons embellished the era, and Nike needed something more striking. Nike’s Cortez, Waffle Nike Air Zoom Spiridon Mujer Racer and Tailwind had proved popular in the past but they didn’t capture the experimental nature of the time. Hatfield saw the importance of risk taking and a trip to Paris would provide the catalyst for a brightly Nike Air Presto Mujer burning idea.
Nike’s Air technology wasn’t new; it was developed by former NASA engineer Frank Rudy and introduced in the Air Tailwind in 1978. Air replaced traditional molded EVA soles with gas filled urethane pouches. However, it was the consensus that as performance technology the pouches ought to be felt and not seen. That was until Hatfield came along.
Nike had been trying to make its air technology smaller, increasing its size and displaying it was a provocative idea — the brand feared the transparent display would look structurally weak and easily punctured. In the Netflix documentary series Abstract: The Adidas ZX Flux Feminino Art of Design, Hatfield describes the reaction to early Air Max sketches: “It was widely discussed that I had pushed it too far. People were trying to get us fired.” Fortunately, Hatfield had the confidence to challenge Adidas ZX Flux Mujer Blancas the opposition with support from David Forland, Nike’s Director of Cushioning Innovation. However, while Hatfield had complete confidence in the integrity of his design, no one could have predicted the Air Max 1’s lasting impact.
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