No one could have ever predicted the success of the Air Max 90 when it first landed on our shelves in 1990.
Image Courtesy of Adrian Hernandez via Unsplash Images
Introduction:
From its lasting slew of colourways to its natural mould into the lifestyle and sports scene, the Nike Air Max 90 has become the pinnacle of many air enthusiasts' sneaker rotations over the last 35 years.
To honour its iconic legacy, let's take a moment to explore why this grail has captured the hearts of so many. Here are some key facts about one of the most revered silhouettes of our time.
1. Tinker Hatfield Designed the Air Max 90
With superior ideas comes great innovation and the Air Max (and Jordan) pacemaker Tinker Hatfield already had his foot on the acceleration pedal. So when it came to designing the Air Max 90, it was about building the foundations he had already created with the Air Max line in the past few years.
Hatfield’s vision was to create a lighter, more streamlined silhouette while amplifying the famous visible Air cushioning that had debuted on earlier models.
What set the Air Max 90 apart from its predecessors was its larger, more prominent Air unit in the midsole, providing a cloud-like comfort that made it a game-changer for both athletes and casual wearers alike. This design not only improved performance but also ushered in a new level of comfort, making it the perfect balance of function and fashion. The use of supple leather and breathable mesh on the upper also set the tone for future Air Max models.
2. The Model was Released in Four Signature Colourways
When it first left the Beaverton headquarters, the Air Max 90 boasted four eclectic colourways: ‘Concord-Fluorescent Pink’, ‘Laser Blue’. ‘Hot Coral-Crystal Blue’ and the revered ‘Radiant Red’ which is now known as the ‘Infrared’ colour scheme.
At a retail price of $100, the Air Max 90 was one of the more expensive Nike models at the time, but its innovation, style, and comfort made it worth every penny. The Infrared colourway, in particular, would go on to achieve legendary status, cementing its place as one of the most beloved sneakers in sneaker culture.
3. The Air Max 90 Was Originally Called The Air Max III
From a chronological perspective, the Air Max 90 was named the Air Max III because it was the third signature model in the Air Max lineage. However, due to its unprecedented success among sneaker fans by the 2000s, air enthusiasts wanted it to differentiate the model from earlier Air Max predecessors.
At this time, it was at the forefront of innovation, with its feet burrowed into the sports scene and becoming a fashion icon for those who hit the city tarmacs. Therefore through this success, it earned its stripes as the Air Max 90, representing the year the silhouette was first released.
4. The Sneaker Became Quickly Associated With the London’s Grime Scene
From the US to across the streetwear pond in the UK, the Air Max 90 was adopted as its own on the London streets, quickly becoming a motif of streetwear style as well as shaping the rhythmic demeanours of grime. The sneaker became as important as the slinkiest beats that developed this new soundscape for London’s underground music scene.
One artist who didn’t turn a blind eye to this silhouette was grime kingpin Dizzee Rascal.
Featuring the Air Max 90 on the front cover of his 2003 debut album ‘Boy in da Corner’, the Air Max 90 became an important part of his style and through showing a lot of admiration for the model, he linked up with Nike and British designer Ben Drury to create his own signature Air Max 90.
Dubbed the ‘Tongue N Cheek’ rendition, it arrived in a laid-back pink-sueded colour scheme with a perforated mudguard and sides. But what took the design home was its genius ‘Tongue’ and ‘Cheek’ wordmark featured on the tongues, the metallic silhouette etched on the heel tab and the Dizzee Rascal branding on the outsole.
What is your favorite Air Max 90 moment? Let us know in the comments
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