Nike new footwear series fuses "innovation with design inspiration from London, Milan and Paris". Or at least that's what they call it. Their new Hometurf series looks more like they just threw a load of designers into a room together and didn't give them the key until they had a new series of Air Max figured out. Don't let this fool you though, we mean this in the most positive way, because the end result looks great.
It all started in 1987, when a revolution began that quickly left the shores of North America and took the world by storm. Since then the Nike Air Max has been a staple feature on the streets of cities like London, Milan and Paris. Re-appropriated from the world of sport to the street, Nike Air was embraced as standard footwear for everyday style.
Nike is celebrating the cultural impact that the classic footwear made on music, fashion and technology in three iconic cities – London, Milan and Paris – with the Nike Air Max Hometurf Series. The series claims to pay homage to the unique personalities of each city, taking cues from trends in fashion and music and made brand-new with the latest Nike innovations. Without the flags on the tongues of each pair of Hometurf trainers, we're not sure if this would come across so well, but who cares? They look great.
The Nike Air Max London collection merges Nike’s Hyperfuse material with an intricate combination of textiles to create a mix of matte and shine on the Nike Air Max 1 HYP, the Nike Air Max 90 HYP, the Nike Air Max 1 2013 and the Nike Air Max 95. Taking inspiration from the contrasting griminess and luxury of modern London, the traditional colours of London’s bustling public transport system are actually present on the shoe.
Honoring Milan's tradition of craftsmanship, The Nike Air Max Milan collection features rich suede uppers with vibrant neon details on the Air Max 97 2013, the Air Max 1, Air Max 97 and Air Max 90. Inspired by the muted tones of the city's architecture and the vibrant pop colors of the city's fashion and art industries, the result is a subtle yet noticeable line of footwear that seamlessly blends with the fashion-forward masses who flock to Milan year after year.
For Paris, the Nike Air Max HomeTurf Paris collection uses Nike Hyperfuse construction to play with tonal hues of blue and black paired with bold naval-inspired stripes on the Air Max Classic BW, Air Max 90, Air Max 2013 and Air Max 1 HYP. Refined details like suede uppers, waxed canvas laces and washed-out accents mimic the city’s understated and timeless aesthetic.
The Nike Air Max HomeTurf Series for London, Milan and Paris is available in select Nike Sportswear retailers in limited quantities from February 15 and on general release March 27.