Since launching in 1995, Nike’s Air Max 95 silhouette has become a mainstay in the footwear giant’s ever-changing catalogue. A young Kylie Minogue laughing with Nick Cave backstage at Melbourne’s Big Day Out Festival? Posh and Becks papped at the height of their feverish fanfare? Nicole Kidman and Tom Cruise jogging pre-joyous-divorce celebrations? The Air Max 95 was the kick of choice every time.
Much like the Air Jordan or the Air Max 97, these trainers have become a quiet signature of cultural history across time. It’s the type of soft power that’s wielded by a select few – those that understand how to thread a product into the fabric of a zeitgeist. One other such brand is Palace Skateboards. Inspired by ‘90s skate culture, Palace has grown a hefty roster of creative fans since its inauguration in 2009 – from Rihanna and A$AP Rocky to Jay Z and the late, great Virgil Abloh.
Armed with this mega arsenal of cultural influence, Nike and Palace are teaming up for the third time to release an all-new version of the Air Max 95. Anchored by the silhouette’s well-loved features, the drop features a show spray painted with a gradient that transitions from silver to black, with icy blue details. Featuring Nike and Palace branding, the shoe is part of a wider, 25-piece apparel drop rooted in streetwear’s most popular silhouettes. Hoodies, trackpants, track jackets, tees and sweat shorts all appear in similar hues to the trainers, with the collection set to drop on April 10 online and in select Palace Skateboards stores.
Released alongside a campaign that capitalises off the nostalgia surrounding Air Max 95’s, London rappers Jawnino and Babydoom star alongside DJ and producer Chamber45 in a clash of past and future. The launch is also marked by a UK pub tour, headlined by Jawnino, across three Air Max 95-loving cities – Liverpool, Manchester and London. So, set your alarms for April 10 – this one’s set to be worth all the hype.
Photography courtesy of Nike and Palace Skateboards.
