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Nike Air Force 1 Femme
« on: Oct 23rd, 2018, 11:13pm » |
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The Nike Air Max 98 is in full effect for 2018, and we can tell that the hype around this sneaker is increasing as each new colorway is revealed. While the 98 model is certainly not as storied as the recognized “flagship” models like the Air Max 97, fans of the bubble remember the shoe fondly – and the mainstream is just now jumping on the bandwagon. Here’s a list of ten things you should know about the “it” Air Max shoe of 2018, one of the most underrated Nike Air Max Thea Womens sneakers in Nike’s cushioning legacy.
In 2015 Nike one-upped their previous Adidas Adilette Slides Mujer efforts, digging into the archives to unearth a buried Air Max design that was lost to the manufacturing processes of the time. The Air Max Zero was the centrepiece of 2015’s celebrations, supported with a yet another, bigger global Air Max takeover: Bubbles and boxes popped up in key cities around the world. Launch events were planned in 26 cities (that number not being a coincidence). Adidas NMD Damen “Tinker’s desk became a bit of a shrine in our key stores” says Coatman. “And it went crazy. I can’t remember how many Instagram hits we got, but it was far beyond anything they had encountered before.” They even flew the legend down to L.A to unveil an enormous digital shoebox/museum (with lines around the block of just about every Nike store in radius to follow).
It became clear (and widely reported) that Air Max day was a consumer-led event, dictated by the community and not forced upon by the brand. And while the event was an exercise in community-based marketing, the organic nature of its amplification (just a small amount of media spend and installation costs vs. the global love of the shoe design), was a far more effective tool in reaching a no-bullshit audience. In other words, they made it cool without trying too hard Adidas ZX Flux Womens to make it cool.
Three years of Air Max Day. Three new shoes. For Air Max Day 2016, Nike continued to up the ante with the HMT series — three separate shoes by long-time collaborators Hiroshi Fujiwara (Fragment design), Tinker Hatfield (Nike Vice President of Design and Special Projects) and Mark Parker (Nike CEO and President — “It’s pretty cool that he still designs shoes.” says Nike Roshe Run Womens Coatman). A series of short films, once again produced by Man vs. Machine, introduced each designer in a Wonka-like fashion to mark the occasion.
With the tagline ‘Make Your Air’, Nike put the tools in the consumer's hands, overhauling NikeID in-line with Air Max language while cutting the manufacturing time from five weeks to just two — Coatman refers to it as an “amazing opportunity to have a two-way conversation with our consumers”.
They travelled Nike Air Force 1 Femme around the globe, interviewing nine of the biggest Nike sneaker collectors to find out what makes the shoe so great (“some of these people have 40-50,000 shoes”). And they set up seven ‘Sneakercon’s’ around the world to showcase super-rare Air Max designs while allowing seasoned collectors to buy/sell their own.
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