In some respects, 1987 was a great year Nike Cortez Femme 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 lives on today.
For Nike, the Nike Air Max 270 Damen 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 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 Nike Air Max 2017 Donna Tinker Hatfield. In 1981, long before becoming sneaker industry royalty, Nike hired Hatfield as a corporate architect to design 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 long for him to impart a rebellious Nike Air Force 1 Dámské 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, Nike Air Max 2017 Femme daring patterns and bold neons embellished the era, and Nike needed something more striking. Nike’s Cortez, Waffle 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 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.
It wasn’t another sneaker or even a fashion concept that planted the idea to expose the Air-cushioned sole in Hatfield’s mind, it was a controversial building in Paris that many considered an eyesore. “I don’t know if I was thinking, well now I’m going to design a shoe based off of this,” Hatfield said in the documentary series Respect the Architects. “I just remember being super influenced by it and having my architectural senses turned upside down.” He’s referring to the Centre Georges Pompidou, a building design that took all its functional and structural elements and placed them on the outside for all to see. Even today, its irregularity remains impossible to miss amongst Paris’ traditional architecture. Hatfield believes that had he not seen the building he may never have suggested revealing the air pouch: “I thought let’s make the bag a little bit wider, make sure it’s stable, but then let’s go ahead and remove part of the midsole so we can actually see it.”