story

Following the sneakers live we did about a year ago, it was amazing to get the feedback from the community and to really work with that in mind. Because

everything we do is for the sneaker community, and we want to really honor that in our design process. A: themes plus storytelling or B: keep it simple? 
You want to think about your answers, because they might be reflected in an Air Max 95 next year. 

One of the starting points was also the Grand Canyon in terms of aesthetic with the layering in terms of colors, so that’s why we try to, kind of, mimic the same effect and origin of storytelling on the shoe and to push the storytelling

into something visible and all the details in terms of materials as Evan will explain and also more like all the small graphics, like the back tab and the sockliner on the shoe. The original designer was particularly inspired by the landscape

and the thought of the perfect product being unearthed through the process of erosion, so not only being inspired by nature but almost coming from or of nature. You know we looked at different parts of the shoes that maybe otherwise 

would have been synthetic and make sure we used premium leather, being a natural material and a premium material that could come through also with the colors very well but still referencing kind of the visual language

of the original so we know that we wanted to have a very matt finish, and then of course like places where you saw a more technical mesh, we updated for hemp canvas for example. 

Yeah one of the concepts of the shoe was to create something visible and easy to understand the erosion concept, so that’s why for a example the airbag is blue here; it means like the water and after that you have all the layering and that’s why you have also two different colors.

Because if you go to the grand canyon you will see a lot of different colors, so that’s why we try to mimic exactly the same to have more like a purple-ish to brown and to have the other side with a different color. And you have also the blue on the tongue and

like I said and the airbag more link to water…because it (erosion) always starts with water 

Behind The Design

Air Max 95 Unearthed