In order to do the VaporMax justice, we needed to find people who were risk takers and forward-thinkers. We gave the sneaker to three British individuals, each with a dynamic character and an innovative approach to their craft: GAIKA, Evian Christ and Liv Little. All three possess traits that reflect and complement the new Nike model — from GAIKA’s fearlessness as a musician and Evian Christ’s left-of-field creative vision to Liv Little’s boundless perception of what is possible.Our photo editorial’s concrete backdrop puts GAIKA, Evian Christ, Liv Little and, of course, VaporMax front and center. Check out the shots in the gallery above and cop a piece of the future via the links below.
Highsnobiety and Nike are celebrating the 30th anniversary of the Air Max 1 with an entire month of in-depth articles, personal stories and events leading up to Air Max Day 2017. Read how four real Parisian creatives made it as creatives here, find out the how the original Air Max 1 and the new Nike “Master” release came about, and see how you and your ‘gram can get featured on Highsnobiety with our Nike Snobshots competition.In the late seventies Nike introduced a revolutionary refinement to the running shoe: the first Air-Sole units. 1979 saw the introduction of Nike’s Tailwind, and the first “Air” shoe was born.
The objective of the Air Max collection was to create top of the line comfort by incorporating Air-Sole units and finding new ways to stretch Air innovation over the years. When, in 1987, the visible Air-Sole of the Air Max was introduced (by Nike design mastermind Tinker Hatfield), the genius of the technology became apparent to everyone. Runners could actually see the system at work. From there, Air Max began evolving and never stopped. Runners heralded Nike Air cushioning as a revolution when it arrived in 1987—and three years later, when the second iteration of the shoe appeared, it became known to everyone.