Chances are you've owned a pair of Nike Air Max's at some point in your life, along with all your friends and a bunch of strangers you've spotted and instantly admired for having such impeccable taste. But, at a risk of sounding sycophantic, the thing about Air Max's is that they've undeniably fallen into the tattoo or plain white tee slot of the sneaker world – it doesn't matter how many people have them, they're still fucking cool.
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This year is the 25th anniversary of the Air Max, which is obviously a pretty big deal to you considering those older kids wouldn't have paid you any attention if it wasn't for the all-black 90s you wore to your first day of school – and the fact that they've spent the last 25 years being arguably the most iconic trainers in the world.
To celebrate hitting the quarter century mark, as well as their history of reinvention, Nike is releasing three new shoe models as part of the Air Max HomeTurf pack, reinventing the classic shoe by taking design cues from the architecture and street style of three cities: London, Paris and Milan, which will be showcased in three upcoming Reinvention films.For example, the London shoe merges Nike's Hyperfuse material with a blend of other textiles to create a mix of shine and matte, representing both the glossy sheen of modern, big money London and all the griminess hiding under the skyline.
Inspired by the HomeTurf Pack, Nike called in creatives from each city to reinvent something of their own. Paris has artist Yué Wu doing an exclusive set of illustrations with balloons, Milan's got street artist 2501 decorating the city and London has AlunaGeorge who, guaranteeing you have a set of ears, you'll definitely have heard feature on Disclosure's "White Noise" at some point in the last month.Although they only got together a little over a year ago, the London-based duo Aluna Francis and George Reid have already played string of shows and have numerous festival appearances lined up this summer.The duo have had their own metamorphosis – they began their musical careers as individual artists but, after hearing each other’s work, they formed a partnership. As a nod to their own reinvention, AlunaGeorge have lent one of their own unreleased songs, "My Town" to the project. It’s an ode to London and to the infinite possibilities it gave them to become who they really are.VICE are premiering Nike Air Max’s reinvention-inspired films about AlunaGeorge, Wu Yue and 2501 in April, so keep an eye out for them then.
