It’s official: for the first time since Air Max Day was conceived back in 2014, there will be no exclusive Air Max sneaker to commemorate the sneaker-related special event. It is not that Nike is tired of commemorating the event; instead, it is taking a different approach with its “Give Fresh Air” campaign. Here’s the statement below:
With the launch of the Air Max 1 in 1987, a revolution began. In the years since, Nike and “Air” have become synonymous while expanding its loyal following.
Although March 26, 1987, marks the beginning of the epic Air Max journey, this Air Max Day launches a new chapter focused on taking action. We know that change happens when people come together. Give Fresh Air is a rally cry to unify sneaker culture around a shared passion to ignite change. Nike and our partners will create ways to give “Air” to support local organizations and champion the power of community.
Part of this new initiative is addressing concerns on sustainability in fashion, and Nike has prepared at least three collections. First up, you have the “Earth Day” Collection that has the Air Force 1, Cortez, and Blazer Low dressed in white FlyLeather. The new material is Nike’s sustainable version of leather, best described as a 50% leather-fiber material that is both lighter and more durable than traditional hide. All three models have Earth Day-themed artwork by Steve Harrington.
Next up is the “Plant Color Collection”, where the Air Max 95 and Blazer Low have been reworked with canvas uppers and sustainable plant-based dyes.
For the third collection, you have the Air VaporMax 2 “Random” series, where excess FlyKnit material is used to construct the upper instead of being sent to the landfill, leading to a one-of-one design for each pair.
With these collections, Nike wants to prove that fashion can be sustainable. What do you think about Nike’s new approach to sneakers?