The Nike Air Max 90 celebrates its 30th birthday in 2020. When Tinker Hatfield designed this Runner, no one could have guessed that this sneaker would have such an impact on music, sub and pop culture! Especially in Great Britain Air Max Sneakers are very popular. In particular the Air Max 90 is go-to model and evolved to “the sneaker” through all layers of society. But what is the story behind it? In subcultures like Grime or Drum’n’Bass, the Nike Air Max 90 has become indispensable. The style and comfort is undeniable, which made the Air Max 90 popular for raving but also for showing-off in music videos. The popularity is shown in the Nike Collabo with Dizzee Rascal – the Dizzee Rascal x Nike Air Max 90 “Tongue N Cheek” shows. In general, Great Britain has a big influence on the Air Max culture and take a big part of the scene.

For the release of the Nike Air Max 90 “Viotech” we traveled to London to find out exactly how the Air Max 90 is shaping the culture in Great Britain. Therefore, we met Kish Kash, Alex Powis, Aneesha Dewshi and Shezi Manezi. In addition to the recorded video and documented the whole trip with the help of Shezi Manezi.

A huge shoutout to all participants again.

Kish Kash @kishkash1⁠

Alex Powis @synamatix⁠

Aneesha Dewshi @crayfish8⁠

Shezi Manezi @shezimanezi⁠

Production Company: Mood Maker / http://www.moodmaker.de

1st DP: Tilo Kux / @mood.of.t

2nd DP: Lukas Wiegand / @lukaswiegand / http://www.lukaswiegand.de

1st AC Jonas von Ohlen

Colorist: Moritz Bastian / @moritzbastian.color / http://www.moritzbastian.com

Sound: Stefan Kreutz