Nike Shoes, Apparel, & Accessories

But their technology didn’t just revolutionize sports – it also changed streetwear forever. As their technological advancements pushed into new territories, the aesthetics of footwear were constantly changing. Nike sneakers became a living catalog of the history of sport. In other words, as Nike changed the way people ran, they also changed the way people dressed.

Sport Legends & Cultural Icons

From their inception, Nike’s athletic shoes have been equally as coveted on the streets. The Nike Cortez, originally worn during the 1972 world championships, quickly became a staple of street culture, worn by everyone from athletes to rappers. But two key milestones marked Nike’s transition from amateur to icon: their venture into basketball shoes, and the invention of Air Max technology.

The Nike Air Force 1 brought Nike’s Air cushioning to the hardwood, changing the standard of comfort on the court, while the shoe’s clean lines and classic white-on-white colorway made it an instant classic. But it was signing Michael Jordan that cemented Nike’s legacy on the court. As MJ brought basketball into pop culture, the Jordan Retro 1s made Nike a permanent fixture in the basketball.

Also raising Nike sneakers to icon status was the Nike Air Max 1. Created by the legendary designer Tinker Hatfield, the Air Max 1 was the first Nike shoe to make the Air cushioning visible. Before the Air Max 1, designers had been afraid to show the world the patented technology, fearing that customers would think the bubble was structurally unsound. But when the Air Max 1 released in 1987, fans went crazy for the Air bubble. The ongoing Air Max line now boasts icons like the Air Max 90, Air Max 95, and Air Max 97.

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