The legendary Nike Air Max shoe is a celebration of innovation and science, and when combined with design, gave birth to a stylish and comfortable shoe that changed the course of shoe technology.
Initially launched to serve the needs of athletes, it today presents itself as a status of fashion adorning the feet of celebrities, as well as kids and adults, from every walk of life.
As the representative of Nike in Malta and in various African countries, Hudson celebrated Air Max Day with a special event at the Chapels Gastro Brew Pub at the Brew House, St Venera, Malta. Artists Julian Cini, Roxanne Mifsud and Emilie Scicluna were invited to customise a pair of Air Max 90s. Each artist had the opportunity to showcase their talents by displaying their designs and those attending casted their votes, with the winning artists (Roxanne and Emilie) receiving a €250 voucher redeemable in all Hudson stores in Malta. Podiums displayed the historic timeline of the Air Max and three top DJS including Debris, D-Rey and Marimars set a great vibe.
The first NIKE shoe was sold in Malta in 1987, Hudson’s then sub-company Time International (Sport) Ltd. The rest is history and Hudson now proudly represents NIKE in over 34 African countries. The brand reaches these destinations through a purposely built distribution centre in Hal Far Malta which spans a total area of 5,000 sqm. The project bolsters the company’s services towards the brands it represents in Africa – bringing Fashion and Sport closer to the continent. Besides this, Hudson proudly operates 12 NIKE flagship stores in Malta and Africa.
Air Max shoes are identified by their midsoles incorporating flexible urethane pouches filled with pressurized gas, visible from the exterior of the shoe and intended to provide cushioning to the underfoot. The technology was first presented to Nike by M. Frank Rudy, an aeronautical engineer. In 1979, Rudy patented the design, and then Tinker Hatfield, who initially worked for Nike designing stores, conceptualised the shoe.
Released in 1987, the Air Max 1 was the first shoe ever to employ Max Air technology. It was initially marketed for running. Progressively the Air Max became lighter, and utilised a variety of materials.
Nike releases new Air Max sneakers and commemorates iconic releases from the past, often through limited-edition drops and collaborations with artists and designers.
The company’s success and the creative procedure are further expanded to all facets of its design organization like colour, concept, graphics, print, pattern, material and more, leading to the next wave of Air Max silhouettes such as the Air Max 720.
For more information about Hudson and its representation of NIKE, click here.
