Step Right Up: Nike’s Air Max Dn Launches at Dynamic Land in NYC
Nike prevails, come rain or shine—literally. We’re talking horizontal rain. Inside-out umbrellas. Flooded streets. An ungodly wait time on Uber as the entire city relied on the car service during hurricane-like showers. A line of taxis queued at the entrance gates of the Brooklyn Navy Yard and fans tested their shoe’ traction as they trekked through puddled alleys past warehouses and high vis-vest-wearing men unloading trucks.
Through the hissing and hushing of the rainstorm, a subtle house beat arose in the distance. A sonic apparition amongst industrial desolation? Or…could it be? Slowly, it grew louder and louder. As the venue arose to towering heights ahead of me, I caught sight of the pilgrimage of rain-battered Nike fans as they slipped into the dark interior of their Mecca for the day: the Duggal Greenhouse, automatic doors teasing the sound of fanfare to come.
It was a big day—historic, really—for Nike aficionados new and old with the debut of the newest member of a storied fam. From Em Rata to Zendaya and Drake to Lebron, the Air Max collection has appeared in various renditions on industry superstars. Since its inception in 1987 as a groundbreaking shoe for its quintessential heel air bubble, each new interpretation calls upon the last as inspiration for innovation, and every version, mind you, becomes a standalone staple in the Nike lineup itself.
2009’s Air Maxim 1 established chunky soles as the decade’s pièce de résistance. 2013 swapped leather for mesh in the Air Max 1 EM, introducing breathability while maintaining that iconic suede Swoosh overlay. More than ever, the shoe was tech-informed athleticwear and not just for style points. From 2015’s laser-perforated Air Max 1 Ultra Moire to a running sneaker-esque airbag heel a la 2018’s Air Max 270, the model continued to shapeshift into new forms of trendy practicality. Perhaps the Air Max is just that—the definition of the fashion vs. tech cycle. While its designs hold true, the technology improves and thus, so do the designs. Reflecting on its past while continuously moving ahead, Nike epitomizes the self-referential spirit.
And move ahead they did, this time into Dn territory. Standing for Dynamic Air, the latest model makes visible the invisible, fourfold; instead of the classic, single big window, Nike swaps in four air bag chambers plus plush foam. The result? A shoe that capitalizes on the motif of the moment, made for dynamic wear all day every day. All things “bubble” have been well, bubbling in fashion this year, from bubble hems to bubble adornments, and it feels only natural to up-the-athleisure-ante to cross over into all aesthetics.
Enter: Dynamic Land, a carnival-of-sorts for sneakerheads and Air Max Dn’s introduction to the public. One look around the fair-like venue and Nike’s widespread influence ran readily rampant. Droves of New York fashion's rising movers and shakers arrived in every possible rendition of a Nike-infused ‘fit. #Corpcore slacks with swooshed-out sneaks? We saw it. Microtrend e-girls with bow-bedecked Nikes? In attendance. And of course, the athleisure-laden from head to toe. A tried and true classic.
High above the festivities below, DJs perched on a steel beam mixed tracks of untz-untz persuasion, and Max, a larger-than-life anthropomorphic figure rocking the new Dn sneaks, leered over carnival-goers as they tended to each station, collecting star punches in a handy punch card for a chance at exclusive Air Max merch.
First stop: the house of mirrors AKA “Warp World.” As I ran into different iterations of myself left, right and center, I was guided to a center meeting point of TV screens and you guessed it, Air Max Dn regalia. Equal parts photo opp and childlike fun, not gonna lie. Finding my way out, I was reflecting on my self-encounters and that subtle relief I found upon stumbling into the Air Max Dn center point. Noteworthy.
Heading further north into the crowds, I eased my way up in the line for “Maxxed Out Bounce,” a bounce house-flag tag fusion of, yes, dynamic proportions. Alongside my new teammate and our two opponents, we trepidatiously entered the bouncy arena—ironically, no shoes allowed. The referee appeared. “The object of the game is to steal the two flags from each of your opponents. The winner will receive an exclusive Air Max Dn jersey. Any questions?” He shouted “go” before I could think of anything to delay.
Amidst the tussle, I may have left an imprint of my makeup on an interior wall. Alas, I exited jersey-less.
Not one to be disheartened by defeat, I journeyed onward to the slide. Yes, just that. An easy lift of the spirits aided by a burlap sack and metal sloping plane. Standing high above the crowds below, ready to take my rightful seat, I realized how dark the arena was. My God, I thought, have I been here all day? I peered into the entrance doors in the far distance and glimpsed sunlight. The windows were blacked out. Ah, Nike, the expert branders. That nighttime carnival Americana feel? Nailed it.
And then I slid down. Star punch three, secured.
Nike veered off course from traditional carnival festivities in its fourth and final attraction, a gaming tournament amongst streamers. “A LAN party”, a fellow spectator informed me. Ah, got it. New to me, I was bewitched. Entranced. iPad Baby-style gaping mouth, I watched the gamers fight each other to the virtual death alongside the crowd, gated off from the contestants by a metal barrier. Yes, it felt colosseum-esque and I couldn’t turn away…until I realized I had a final star punch to secure and merch to acquire. Check and check.
I floated over to the Dynamic Gift Shop, punch card at the ready to acquire the goods. With my four stars in hand, I was of the highest prize category—a TDR max baseball cap, Nike Pro Therma-FIT Hood and a green Air Max Mutant Max figurine were guaranteed. Selecting between a limited edition T-shirt or black cargo pants, I chose the latter.
“For those who want more,” screen printed on the left leg of my new pants. True, Nike. You got me.
Consider us dynamically impressed. A carnival for a shoe launch? Why not? Some things are just good for the sole. Ba dum tss.
Discover more on Nike's newest Air Max addition here.
