As the ancestor who first open basketball sport shoes market, Nike has achieve the great success in basketball field. From first pair of Nike Air shoes, Nike has introduced more basketball series, recent Nike together with Kobe make a math of Nike Zoom’s. However, with the long period development, basketball fans can not ignore the important role of Nike Air Max shoes, which become very popular among youngers, especially basketball fans.
Unlike other series, as it first released by Nike in 1987, Nike has frequently introduced new and updated models in the same product line. From the first pair of Nike Air Max, the advantage of Nike Air Max shoe is using of large air cushioning unit at he heel which is visible from the side of the midsole in most models. Different types of Air Max cushioning include “Air Max2” which does not have the “holes” in the cushioning unit and is of high pressure, “Tube Air” which is visible in several small circles on the midsole of the shoe, “Total Air” which is basically just another word for full Air Max cushioning, “Tuned Air,” which is a system of individual pods supposedly “tuned” to different areas of the foot. Air in the early 1990s which was visible through the bottom of the shoe (although smaller portions of Air units are visible through the bottom of many Air Max models) and another type of Air cushioning is the low profile and very responsive “Zoom Air.” The symbols of air cushioning is the 1993 model, which the first to have the fully visible heel Air unit that was visible in the back as well as on the sides.
The using of air cushioning can improve jump ability and increase speed. With this function, NBA players like Kobe, James all speaksprison this series. However, professional Nike Air Max can not satisfied market demand, more and more youngers would like to wear Nike Air Max for fun. The trend of hip hop bring the reform of Nike Air Max shoes. In the last few years with the internet gaining more popularity among the youth, Air Max has gone into a new phase. Websites and shops have been set up to sell custom Airmaxes. This often involves painting the Air Max to give it a unique color. Due to its stylish and appearance, Nike Air Max take an other definition of “Hip Hop” shoe.
However, only change of appearance can not satisfied what customer s need, manage customers nowadays, should follow the times as well. The expand of Nike area to Nike trainers, Nike SB, Nike football can not obstruct the pace of progress in Nike Air Max. The success of Nike Air Max 360 laid the success of Nike. In September 2006 Nike introduced a special ‘one time only pack’ which fused the 360 model with three classics. The three shoes used were the Air Max 90, Air Max 95, and Air Max 97. For this special release, the design of the 360 sole was used in place of the normal sole of the three classics. The shoes were released in the three original colors: red for the Air Max 90, green/yellow for the Air Max 95, and grey/silver for the Air Max 97. Like other Air Max releases, deluxe editions were also produced. These deluxe editions lasted for about 500 miles (800 km) before their shock absorbing properties deteriorated. The use of ‘360’ of air cushioning is meant to ensure the shoes longevity. With this special sole, Nike Air Max try to chanllenge human limits while doing exercise.
It seems that the Air Max 360 is the end of Nike Air Max, in fact, Nike has never stopped running, the new model of Nike78 is a new exceed to Nike Air Max series ever. Nike recently challenged 78 artists to remix and adapt the function of Nike shoes. Nick Marsh, one of the contestants, took a pair of Air Maxes and imported the internals of a Wii Balance Board to turn his shoes into controllers. He placed the Balance Board sensors in the soles of the shoes and re-jiggered some wires to turn Air Maxes into a working Balance Board. According to Nike new innovation, Nike wants to achieve the effect that user simply puts on the shoes, turns on the balance board/shoes (nike-wiis) and then plays as normal, except it’s not a normal way to play. As soon as they physically attached the to the board, the actions have changed, they can no longer simply step off, so they must lift their foot and stand on one leg or sit down when no pressure is required, making for an altogether interestingly different experience.
With this different experience, the new times of Nike Air Max will happened as soon as it appears in the market.
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