A lot of people argue that Nike has lost its creative edge in recent years and solely relies on regurgitating old styles and relying on retro sales. If you take a second to “pree the yout dem” and figure out what’s hot on road you’ll soon realise old styles such as Huaraches and Air Max 90’s is all people really want. However Adidas has re-established itself as a creative force through collaborator efforts (Not just Kanye but Y3, Pharrell and others) and savvy marketing which is constantly ahead of the game making sure the hottest talents are promoting the brand; Nike seems to be lagging behind.
However all is not bleak for the swooshed brand in my opinion due to the release of two really nice and innovative silhouettes in the past two years: The Air Max Tavas and the Air Max Zero. I’m going to focus on the Zero because for me it’s certainly the hotter of the two. It keeps the classic Nike running shoe aesthetic that we’ve become familiar with over the years but adds some new technology such as ultra outsole and a fuse upper. Legend has it that the design is based on a 29 year old sketch by Tinker Hatfield (designer of classics such as Air Max 1 and every good Air Jordan shoe) which is claimed to predate the Air Max 1. It sure feels and looks like a modern day classic.
The Tavas aren’t bad either so next time you’re in footlocker maybe think about the new Nike tings too.