| Nike Flyknit technology with the ultra-cushioned Air Max sole | |
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| Tweet Topic Started: Jun 28 2014, 02:22 AM (7 Views) | |
| dmearney | Jun 28 2014, 02:22 AM Post #1 |
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New Gamer
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![]() David Spencer, product and marketing director for footwear retailer Schuh, said the trend is part of a sports fashion revival: "Nineties sport is the footwear of choice and we have seen a massive uplift in sales for this type of footwear, especially on ladies – where we are seeing girls who aren't traditionally sports customers buying into the trend too."The 80s was an era of big money, big hair and even bigger phones and Nike Free Run UK executives responded in 1987 with the Air Max shoe and its air bubble visible on the side of the midsole. The design dominated the 1990s and could be spotted in marathons, hip-hop videos and on LP sleeves. A UK forensic science service database study in 2007 found that the Air Max 90 was the favourite footwear for criminals as it was the most popular footprint at crime scenes.But what has got today's fashion-conscious running to JD Sports stores? Phoebe Philo, the British designer of Céline, has a lot to do with it. After a recent fashion week catwalk show, Philo took a bow in her trademark trainers – which happened to be Nike Free Run 2 UK – and the designer was even photographed in her Nike Vortexes for Vogue's March issue. "She's long been the fashion insider's inspiration for trainers and wears them all the time, with everything and anything," said Almassi. "As the queen of all things understated, she's redefined the idea of why and when you wear trainers by pairing them with something as chic as masculine tailoring. She's a trendsetter through and through."Another explanation is found in the dance music revival. Clubbers are embracing the original dance music accessory – Nike Free Run 3 UK – and the 90s deep house sound is very much back. It is defined not only by the music people are listening to, but by the way they are dancing and the clothes they are wearing. Adam Saville, clubs editor for the publication DJ Mag, says that there is now a fascination with the original 90s sound and style as people have access on YouTube and the internet to the history of the genre. "When the future's bleak, there's a fetishisation of what came before. People are looking back as if it was some sort of golden age," he said.In the early 90s, as the house and rave scene developed, there was a practical element to the shoe. "People were dancing all night or awake 24 hours at a time," said Ben Banks, co-founder of menswear and lifestyle website Oki-ni. "It wasn't like going to a glamorous, luxury nightclub dressed up to the nines, it was very dressed down, people were wearing more comfortable Nike Free 5.0 UK and baggy clothing." The Air Max creator, Tinker Hatfield, was hired by Nike in 1981 as a "corporate architect". He spent his first four years designing shops and offices, before he was asked to look at shoes. He travelled to Paris searching for inspiration for his first project, and saw the innovative and controversial George Pompidou centre – a large, machine-like building that was "spilling its guts out to the world".In stark contrast to traditional Parisian architecture, it is an all-exposed construction: the steel structure is visible from the outside, as are giant external escalators, and the colour-coded pipes. Inspired by this, Hatfield began working on a shoe based on the Pompidou.Not only did Hatfield and his team expose the inside of the structure and the mechanical systems of the shoe, they painted everything in bright colours, creating the hi-tech modern Nike Free 3.0 UK look. |
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4:33 AM Jul 11