Nike Air Max Day Typography Shoot - Air Forever

May 9, 2016

Quoted from


"With #AIRMAX Day imminent (in case you’ve been hiding under a rock, it’s this Saturday!), the talented guys n’ gals at Wieden+Kennedy London have turned the iconic Nike Air Max timeline into a unique, one-of-a-kind typeface. Welcome to the AIR FOREVER project!

Each letterform is modelled after a different Air Max model, from 1987’s revolutionary visible air bubble through to the Air Max Zero’s blueprint design. W+K present AIR FOREVER as a loving homage from one group of designers to another and, in their own words, this is how the letters break down:

A – Air Max 1 (1987)
A nod to the Air Max 1, Tinker Hatfield’s visible air trailblazer. The first Air Max to show its inner workings to the world.

I – Air Max 90 (1990)
The colourway of the infrared Air Max 90 is unmistakeable. So to create the I, we made an infographic based on the breakdown of its iconic colours.

R – Air Max 180 (1991)
We took the 180 logo featured on Hatfield & Kilgore’s shoe – as well as its original legendary colourway – and then twisted, skewed and interlocked the numbers to create the letter R.

F – Air Max 93 (1993)
Plastic milk jugs were the inspiration behind the ’93’s Air sole. So we created an F-shaped bottle, filled it with milk and put a cap on it.

O – Air Max 95 (1995)
An iconic Air Max unit forms the counter of the O. By splitting the letter in half, the design also references the Air Max logo as it appears on the tongue of the 95.

R – Air Max 97 (1997)
The aerodynamic curves of the Air Max 97, inspired by Tokyo’s lightning-fast bullet trains, have been translated to form the letter R.

E – Air Max 2003 (2003)
The letter was inspired by the minimalist approach that Sergio Lozano took when designing the shoe, exploring the perforated pattern of the Teijin upper and the lightness of the full-Air sole.

V – Air Max 360 (2006)
This simple 3D V was inspired by the caged air technology that made the Air Max 360’s sole possible. Like the shoe, visible from any angle.

E – Air Max 2015 (2015)
The flexibility, vibrancy and attitude of the Air Max 2015, coupled with the detail of the shoe’s reversed swoosh, have all come together in this treatment of the letter E.

R – Air Max Zero (2015)
Described as ‘the one before the 1’, the Air Max Zero was intended to be a predecessor to the Air Max 1, but didn’t go into production until 2015. This R has been inspired by the blueprint drawings and some of the shoe’s unique textures.

Make your way over to East London this Easter weekend and check out the AIR FOREVER typographic posters on Hanbury Street or you can visit NikeTown London this Saturday – #AIRMAX Day – for the chance to pick up a limited edition print featuring the designs. As well as all this, you can follow WKDESIGNLONDON on Instagram to see animated versions of each letter – and click the banner below to see the latest Air Max selection at Nike."







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