Keep with the Air Max theme with the Nike Air Max 90 T-shirt, for example, or mix it up a bit with other Air tees, hoodies, and shorts. Air to wearĬomplete your look, your way, with Nike Air apparel. More than 75% of the materials used in the shoe come from recycled manufacturing waste, an effort to help Nike reduce its environmental footprint a bit. With nature reflected on the 720’s surface, the Earth is in its DNA. The Northern Lights, the Milky Way, sunrises and sunsets all have been repped by this futuristic yet grounded shoe. That’s just one color-up that’s been represented on the 720, as the layered overlays of the upper lend themselves to multiple colorblocking opportunities. It’s very natureĭesigners drew from nature for this edition, as the flowing lines of the upper resemble various types of waves, including lava flows. In fact, its visibility – 360 degrees both vertically and horizontally – inspired the shoe’s name. At 38mm, it surpassed the 32mm stack of its predecessor, the Air Max 270.Īnd the Air Max 720 was the first Nike lifestyle-focused shoe to go full length with its Air. It may seem strange, but remember: The Air Max 1 was a weird idea when it came out over two decades ago, too.In late 2018, we got our first look at a shoe that would boast the highest Max Air stack in the more than 40 years of Nike Air cushioning. NPD analyst Matt Powell says over e-mail that it’s “too soon to tell” how the 720 is selling, but the way Nike is putting the shoes out means the brand thinks this is the sneaker people want to wear now and in the near future. If it was floated out there as a trial balloon, the results must have been encouraging: The 270 ended 2018 as the country’s second-best-selling sneaker, according to trend forecaster NPD. Raasch says that the Air Max 270, a shoe with similar tubing but much less Air than the 720, was “a test pilot” for this new sneaker. Unlike with many of Nike’s more out-there designs, the brand has released the 720 in large enough quantities that anyone can go online right now and grab a pair. They started designing the 720 four years ago, in 2015, dreaming of a day when people would trade in their sleek and simple Common Projects for these innertube-shaped 720s.Īnd Nike is betting that the whole world, not just high-fashion circles, is ready for the Great Chunkening of their shoes. Nike’s designers say that they weren’t necessarily following trends with this shoe, though. The 720 takes that modest window seen on the Air Max 1 and warps it through the funhouse mirror all fashion seems to go through in 2019. “The design team really wanted this to be an exaggerated shape and as big as possible to really communicate that comfort,” Small says. Even the copy on the shoe’s product page asks, and then answers, “Has Air Max gone too far? We hope so.” The sole, to be sure, is comically large, but that was the only surefire way to get the shoe’s message across, according to Small and Dylan Raasch, Air Max’s senior creative director who was also on the call. Since announcing the Air Max 720 in January of this year, Nike has talked up the airbag (largest in company history!) that serves as the shoe’s sole. “ ‘Does it look okay on the foot?’ ” And then Small asks, again, maybe just to double-check: “Is it too big?” The team’s answer, ultimately? If it’s too big, then, well, that’s the point. “We had a lot of conversations like, ‘Is it too big?’ ” says Jesi Small, the senior footwear designer for the Air Max line. Even at a company built around the mantra of Just Do It, the Air Max 720 had Swoosh employees changing the motto to Just Let’s Think About It for a Second.
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