NSW Fall 19 :
The Story of the Nike Air Max 270 Shoes

Built with an enhanced heel unit that was unveiled at the start of 2018, the latest 2019 Nike Air Max 270 React models boast responsive cushioning systems that replace the original foam midsole for improved support and comfort. Focusing on the demands of all-day wear as opposed to just sports performance, these contemporary releases display the indisputable impact streetwear culture has had upon history and arrive as the first purely lifestyle Nike Air Max designs.

Standing at 32mm tall, the new Air Max React unit provides the biggest heel volume displacement to date. Supplying maximum air cushioning for active support, the noticeably larger insert displays continual progression within one of Nike’s most celebrated innovations. Originally developed by architectural designer Tinker Hatfield during the ‘80s, internal air pods of pressurized gas were integrated within the outsole to improve comfort and support underfoot. As the first shoe to exhibit the Air units through translucent inserts, history was made when the first Air Max 1 was introduced in 1987 and it’s now difficult to imagine styles without the feature. The latest design of the Nike Air Max 270 offers 180 degrees of cushioning and takes its numeric code from the unit found in the early ‘90s Nike Air Max 93.

Debuted by the U.S. Soccer Women’s National Team ahead of the Women’s World Cup in France in June of 2019, a noticeably vibrant colour palette across the new Nike Air Max 720 silhouette provides a stand out effect with touches of both modern and retro influences. Constructed using no-sew technology - which is proving to be a popular choice across the latest footwear releases - the variety of colours harness the energy of different times within art and design history. The newest Nike Air Max 270 React 'Pop Art' Shoes celebrate the distinctive mid-to-late 1950’s Pop Art movement where the likes of Roy Lichtenstein, Keith Haring, David Hockney and Andy Warhol experimented with cartoon imagery, vibrant colour pops and repetitive shapes. Prior to this, two equally colourful models featured tones that paid homage to the 100th anniversary of the Bauhaus movement and the psychedelic movement in San Francisco during the mid ‘60s to early ‘70s. Curved overlays across the uppers, webbed lacing systems and sculpted midsoles sat alongside the prominent Air Max React heel units to create playful aesthetics that point to future editions.

Taking this idea one step further, the start of 2020 has been full of hype for the new Nike Air Max 270 React ENG interpreted by American rapper, singer and record producer Travis Scott. As the follow up edition of the Nike Air Max 270, the ENG hits the hybrid hiking footwear trend spot on. The experimental debut ‘Cactus Jack’ model displays brown tone technical mesh uppers enhanced by a flowing wave pattern upon a yellowed React Air Max midsole with a toggle lace fastening and extended tongue pull. A popular tactic for many of Nike’s anticipated releases, the opportunity to experience the new model prior to an exclusive release sees a Nike Air Max 270 React ENG designed with laser blue, anthracite and watermelon psychedelic curves unveiled with a January release date. Striking in its appearance, at the core of the design a full-length React foam midsole sits alongside a transparent 270 Max Air unit whilst the gradient tone effect across the engineered uppers reflects inspiration from the radiation, refraction and reflection of light. Noticeably smaller embroidered Swoosh ticks sit on either side of the lace fastening which is secured by an anthracite toggle below a satin-look padded tongue.

Whilst the aesthetic may have a distinctive ‘60s style look, the Nike Air Max 270 React perfectly incorporates modern technical elements for a polished yet playful finish. Marking the start of a new generation of Air Max models, we’re looking forward to seeing future colourways and experiments that are set to land in store and online at Always in Colour throughout the year.

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