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For the purposes of this history, I’ll focus on the running shoes since the Nike Air technology was originally built for competitive track athletes. It’s also important to emphasize how Nike marketed the extra cushioning as a good thing for all runners. This claim has proved to Nike Air Max Tavas Femme be rather dubious in recent years. Experts say shoe companies like Nike are to blame.
“Part of the problem is the shoe industry as a whole does a really horrible job of matching footwear to feet,” physical therapist and biomechanics expert Jay Dicharry, told The Atlantic last year. “All the methods used to fit feet to shoes don’t really hold up as valid ways to classify runners and to match shoes.”
Along those lines, the main thrust of Air Max innovation boiled down to the Nike Roshe Run Femme Rose grand American ideal that more means better. This philosophy is wonderfully expressed in the now iconic Air Max ads from the 1990s. Even the aesthetic of simple black text on stark white backgrounds emphasizes that simple but bold formula. You can see this Madison Avenue tradition as far back as the Mad Men-era Volkswagen ads and continues to this day with Asics Gel Lyte 5 Womens pretty much every Apple ad in the past ten years.
“[If you like] Air Max,” the ads seemed to say, “[You’re going to love] Even More Air Max.”
The “Even More” concept evolved from there in absurd new ways. While the original Air Max from 1987 brought more visible air volume into the mix, subsequent brought brought both more visibility and more volume. The Air Max 90 (pictured above to the left) included a slightly larger air pack and a very slightly bigger window. Ditto for the Nike Air Huarache Homme Air Max IV, also known as the Air Max BW (pictured above to the right). The colloquial “BW” refers to “Big Window,” since the window into the air is... extra big.
It gets crazier from here on out. In 1991, the same year of the Air Max BW, Nike came out with the Air Max 180 featuring an “Air-Sole to outsole with no interruptions.” In other words, you could Adidas ZX Flux Damen see the sack of air cushioning from the bottom of the shoe as well as the side.