Iconic Sports Culture
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Join in the fun as one of the world’s most recognisable sneaker families is celebrated around the globe for Air Max Day. 28 years ago to the day, on the 26th March 1987, cushioning technology was changed forever as the original Air Max incorporated a window to the sole, creating visible Air. Now it’s time to acknowledge Nike’s revolutionary contribution to running shoe culture in 24 hours of Air Max mayhem. Check out our collection at Pro-Direct Select, join the conversation and keep your eye out for our exclusive competitions!

Sometimes you have to see something to believe it. In the case of the original Air Max, it was about making the invisible visible. Air-sole cushioning, a technology first pioneered in the 1978 Nike Tailwind, had been largely overlooked as an innovation, purely because it wasn’t something that could be seen by the wearer. In 1987, that disregard was replaced with intrigue, as precocious architect-come-designer Tinker Hatfield took inspiration from the on-display, exposed interiors of Paris. With its pronounced bubbles of air, the Air Max provided a window to the sole of the shoe, showing off the high-performance cushioning in action.

In the decades that followed, the Nike Air Max became a cultural icon, appearing not just on running tracks, pavements and sidewalks, but also on TV screens and catwalks. Now, with hundreds of brightly-coloured, fully-realised variations on Tinker Hatfield’s original silhouette sketch occupying store shelves in territories around the world, the Air Max remains as popular as ever.

Nike Sportswear Air Max 1 Leather

Nike Sportswear Air Max 1 Leather

The premium materials and full-length cushioning of the Nike Sportswear Air Max 1 Leather deliver all-over comfort and classic styling.


£45
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Nike Sportswear Womens Air Max 1 Print

Nike Sportswear Womens Air Max 1 Print

The Nike Sportswear Womens Air Max 1 Print shoe tells a classic Nike story in leather and suede. These classics transmit iconic style inspired by the shoe that started the Nike Air revolution.


£15
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Nike Sportswear Air Max 1 FB (GS)

Nike Sportswear Air Max 1 FB (GS)

Designed by the legendary Tinker Hatfield, the Nike Sportswear Air Max 1 FB Kids shoes feature the same plush cushioning and iconic style that made the originals such a must-have.


£20
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Nike Sportswear Air Max 1 (GS)

Nike Sportswear Air Max 1 (GS)

Made with a visible Max Air unit and a full-length Phylon midsole, the Nike Sportswear Air Max 1 (GS) (3.5Y-7Y) Girls' Shoe offers a super-comfortable, cushioned ride.


£25
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Nike Sportswear Air Max 90 Essential

Nike Sportswear Air Max 90 Essential

Featuring the superb cushioning that made it famous, the Nike Sportswear Air Max 90 Essential Men's Shoe delivers comfort and timeless style with a premium look and feel.


£30
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Nike Sportswear Womens Air Max 90 Essential

Nike Sportswear Womens Air Max 90 Essential

Featuring the superb cushioning and classic silhouette that made this shoe famous, the Nike Sportswear Womens Air Max 90 Essential delivers comfort and timeless style with a premium look and feel.


£48.50
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Nike Sportswear Kids Air Max 90 FB (GS)

Nike Sportswear Kids Air Max 90 FB (GS)

The Nike Sportswear Air Max 90 FB (GS) Boys' shoe offers incredible cushioning and updated style. The shoe features a rubber waffle outsole for multi-surface traction and durability.


£30
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Nike Sportswear Air Max 90 Print (GS)

Nike Sportswear Air Max 90 Print (GS)

The Nike Sportswear Air Max 90 Print (GS) classic running shoe from 1990 in a new colour and material combinations.


£30
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Nike Sportswear Air Max 90 2007 (GS)

Nike Sportswear Air Max 90 2007 (GS)

The Nike Sportswear Air Max 90 2007 (GS) carries its legacy well. Its durable cushioning provides long-wearing comfort and performance.


£45
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Nike Sportswear Womens Air Max 90 Prem

Nike Sportswear Womens Air Max 90 Prem

The Nike Sportswear Womens Air Max 90 Prem shoe is focused on a high-style present and future.


£20
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Nike Sportswear Air Max 90 2007

Nike Sportswear Air Max 90 2007

The Nike Sportswear Air Max 90 2007 Girls' Running Shoe carries its legacy well. Its durable cushioning provides long-wearing comfort and performance.


£40
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Nike Sportswear Air Max 93

Nike Sportswear Air Max 93

The Nike Sportswear Air Max 93 is a replica of the legendary Air Max from 1993.


£40
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Nike Sportswear Air Max '95

The Nike Sportswear Air Max '95 are for the runner seeking a classic design and maximum cushioning.


£45
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Nike Air Max 2015

Nike Air Max 2015

The Nike Air Max 2015 returns in its lightest design yet with a full-length Max Air unit that delivers maximum cushioning and flexibility that you can see with a transparent rubber outsole.


£42
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Nike Air Max 2015

Nike Air Max 2015

The Nike Air Max 2015 returns in its lightest design yet with a full-length Max Air unit that delivers maximum cushioning and flexibility that you can see with a transparent rubber outsole.


£84
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