In our latest Nike photo editorial we hit up a small concrete dystopia in London’s Southbank to style the Nike VaporMax with GAIKA, Evian Christ and Liv Little.
Tinker Hatifeld first exposed Nike’s Air technology in 1987 when he designed the Air Max 1. “Air” had been hidden for almost a decade in models like the Nike Tailwind, but Hatfield made a bold and initially unpopular decision to expose the air pouch, changing the brand’s trajectory insurmountably.
Walking on air has always been a grand dream — that was, until Nike developed VaporMax and brought it closer to being a reality than ever before. The VaporMax’s construction uses an entirely TPU sole and thanks to years of research and innovation the Swoosh has managed to remove excess rubber and glue. The silhouette borrows Nike Flywire and Flyknit technology for the upper and the result is a weightless experience akin to walking on, you guess it, air.
In order to do the VaporMax justice, we needed to find people who were risk takers and forward-thinkers. We gave the sneaker to three British individuals, each with a dynamic character and an innovative approach to their craft: GAIKA, Evian Christ and Liv Little. All three possess traits that reflect and complement the new Nike model — from GAIKA’s fearlessness as a musician and Evian Christ’s left-of-field creative vision to Liv Little’s boundless perception of what is possible.
Our photo editorial’s concrete backdrop puts GAIKA, Evian Christ, Liv Little and, of course, VaporMax front and center. Check out the shots in the gallery above and cop a piece of the future via the links below.
Highsnobiety and Nike are celebrating the 30th anniversary of the Air Max 1 with an entire month of in-depth articles, personal stories and events leading up to Air Max Day 2017. Read how four real Parisian creatives made it as creatives here, find out the how the original Air Max 1 and the new Nike “Master” release came about, and see how you and your ‘gram can get featured on Highsnobiety with our Nike Snobshots competition.
- Photography: Dominik Schulte
- Photography: Ahmed Chrediy
