A deep dive into the origins of an icon.
Nike‘s annual Air Max Day came and went with little effect earlier this week. Traditionally celebrated with a batch of exclusive drops (of which there were three,) the timing on this year’s celebration wasn’t great, landing a week after a nationwide halt of physical and economic movement.
To ease the blow, Nike has released a new documentary, The Story of The Air Max; 90 to 2090. The 25-minute doc charts the history of the sneaker giant’s crowning “bubble” innovation with interviews of senior creative director Dylan Raasch, hip-hop sneaker god DJ Clark Kent, former Patta designer Masta Lee, and more. You also get a good glimpse at the creation of their latest silhouette, the Air Max 2090.
READ: Colin Kaepernick’s “Dream Crazy” Ad Wins Nike its First ‘Outstanding Commercial’ Emmy in 17 Years
As for the company’s coronavirus response, a new initiative is reportedly underway. Last week, Nike CEO John Donahoe announced a partnership with Oregon Health & Science University to design personal protective equipment (PPE) for healthcare workers on the frontlines of the pandemic.
Watch Nike’s The Story of Air Max documentary below.