"It’s built on taking a risk for a good reason, which was to tell a story," says Tinker Hatfield, the legendary Nike footwear designer. "And to also make a better product." Hatfield is lounging in his caravan somewhere in Oregon, calmly talking to the camera as the subject of Netflix’s Abstract design documentary series' second episode.

What Hatfield's talking about is the creation of the Air Max 1 – one of his very first projects after joining Nike. With that sneaker, Hatfield took a risk. And in that way he was a bit of a revolutionary. "After those [early design] sketches came out it was widely discussed that I had pushed it too far," he adds. "People were trying to get us fired."

Just over thirty years have passed since Hatfield majorly ticked off Nike's top brass. Those first moments, when the former architectural student – inspired by the brash and bold inside-out architecture of Paris’ Pompidou Centre – managed to convince a confident sportswear brand to sell a piece of performance footwear with an exposed air bag "that looked fragile like it could be punctured" was kind of a revolution.

Running from through Air Max month, we'll be commemorating that with a raft of stories. First off: we'll salute the sneaker's ingrained place in European streetwear culture by visiting three of the continent's capitals – London, Paris and Berlin – to speak to people who, like Hatfield, look to the future and push things forward with what they do. We'll also give you some pro stunting tips with exclusive lookbooks – styled on the big three's streets – before switching things up and turning the attention to Nike's own story as well.

Back in the late '80s, Nike was big, but it wasn't the global force it is today. Through stories pinned to the Swoosh's upcoming releases in Air Max month – the Air Max 1 Anniversary (based on the OG that started it all, of course), the people's favorite Air Max 1 atmos "Elephant", the upcoming Nike Air Max 1 Master that references famous Air Max releases of days past, and the future of Air contained in the upcoming VaporMax release – we'll see how the story of Air essentially corresponds to the story of modern streetwear.

We'll also get an exclusive first-hand look inside Nike's most secretive facility at its Beaverton campus for a never-before-seen tour of the AIR Manufacturing Innovation (AMI) facility where Nike's Air units are manufactured. Oh, and we compared how the original Air Max 1 OG compares to this year's re-release.

We’ll also be camping out with you live on drop dates, too. Catch us at:

– Berlin’s Overkill on March 10 for a live camp out; – On March 24 we’ll be visiting the guys at Crepe City, London, for a live tour of their sneaker archive during the day; – And on the night of March 25, we’ll head to Paris’ Pompidou Centre for Nike’s special Air Max Day event.

If you can't be there in person, stay locked on your screens as we'll be unboxing all the major releases live from Highsnobiety HQ, Berlin. We’ll deep dive into the sneakers, giving you out-of-the box first-hand info and up-close shots.

Finally, we’ll also be giving you the chance to be featured on Highsnobiety's Instagram through Snobshots. More details on that one here.

To stay on top, follow the tag #HSxAMD17 across Highsnobiety here on highsnobiety.com and across the social networks. To kick things off, Nike opened its doors for the first time to its most secretive building: the AMI factory where AIR tech comes to life, and we got inside. Take an exclusive look inside here.Subscribe to Highsnobiety’s sneaker chatbot on Facebook to receive lightning quick updates on release dates, sneaker street style, shopping tips and more.

We Recommend
  • Image on Highsnobiety
    32 French Brands Every Highsnobiety Reader Should Know in 2023
    • Style
  • Image on Highsnobiety
    A-COLD-WALL*'s Air Max Plus Three-Pack Is Maximum Minimalism
    • Sneakers
  • Image on Highsnobiety
    Level Up Your Outerwear with these Varsity Gems
    • Selects
  • mm6 castlerock
    Is That a Pair of Cooked Air Max 95s, Margiela?
    • Sneakers
  • Air Max Terrascape 97
    The Nike Air Max Terrascape 97 Is One of the Best Colorways Yet
    • Sneakers
  • Image on Highsnobiety
What To Read Next
  • Emmy Awards 2022
    Zendaya Loves a Good Bustier – It's Certified
    • Style
  • Travis Scott wears his collaborative Cactus Jack x Audemars Piguet watch
    Cactus Jack x Audemars Piguet Proves Travis Scott's Midas Touch
    • Style
  • Fear of God Jerry Lorenzo wears a black coat and gold jewelry in front of a red backdrop
    Jerry Lorenzo on Fear of God's Long-Awaited adidas Line
    • Style
  • KITH's FW23 Birkenstock woven London sandal collaboration in beige suede leather
    KITH & Birkenstock Are Deliciously Entwined
    • Sneakers
  • stüssy birkenstock collab 2023
    Say Hello to Stüssy & Birkenstock's Coziest Collab Yet
    • Sneakers
  • Pharrell Williams wearing a white suit and Tiffany sunglasses stands in front of models on the Louis Vuitton Pre-Fall 2024 runway in Hong Kong
    Pharrell's Louis Vuitton Pre-Fall 2024 Runway Made Hong Kong (More) Tropical
    • Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.