British retailer JD Sports and Nike recently released a conceptual promotional film for the new Air Max 2017 which shows a metaphorical exploration of air and the negative space it occupies. Conceptualized, designed, and directed by design Adidas ZX Flux Womens and motion studio ManvsMachine, the Nike Air Zoom Spiridon Dames Air Max 2017’s ultralight support and maximum comfort are portrayed through a series of visual metaphors inspired by scenarios encountered on an everyday run.
With Nike’s latest Air Max silhouette, comfort is paramount as it displays 360-degrees of visible Air within its signature midsole unit. The model also removes its Dynamic Flywire which has been seen in previous silhouettes, while Nike Air Max 95 Damen Engineered Mesh makes up the upper. 3M hits are added for an eye-catching touch via its lateral and medial Swooshes as well as heel and tongue branding.
The impressive looks for the latest flagship Air Max model persist with this colorway in nothing but Obsidian. The Air Max 2016 has seen some vibrant editions early in its run, but now it goes dark with this tonal treatment in Obsidian covering every inch of the shoe—even the Air bag Nike Cortez Femme is tinted Nike Air Vapormax Femme blue. One exception to all the dark blue is the reflective silver visible under the mesh in the heel. This all-Obsidian Air Max 2016 is up for grabs now in Europe, so we hope to see it hit the States very soon.
Air Max Con was an impressive affair from the moment you walked in the door. It was a staggering presentation that added historical context to arguably the most influential line of sneakers to Adidas ZX 750 Femme ever come out.
There was nothing left to the imagination. Nike's design team filled this SoHo space with history lessons, media-rich displays, influencers and tied it all together by allowing the people that make this whole industry tick—the fans—get a firsthand look.
Now that Air Max Con 2016 has finally wrapped up, we're left looking toward the future. The hope now is that this event becomes part of Nike's ongoing sneaker Nike Air Max 2017 DamenAdidas Gazelle Femme experience. Taking shoes we love and turning them into living, breathing, exhibits of art not only brings people together, but it also furthers the conversation surrounding sneakers.