In every major European city, there’s a strong standing love affair with Nike Air Max. When it comes to London, Air Maxes are tied in to the city on a cultural level as well. They correlate with key musical moments, from the inception of acid house and garage all the way to grime. Growing up as a kid, the Air Max gave the wearer a certain social status way before the popularisation of mobile phones. Coinciding with Nike Air Max Day, The Drop Date have partnered up with Sneaker Freaker and StockX to showcase London’s appreciation of Air Maxes.
A smart pop-up gallery sees boxes resourcefully used and stacked to uphold a selection of some of the most sought after Air Maxes that have been contributed by British sneaker appreciators. The shoes are accompanied by articles from Sneaker Freaker to give cultural context. A considered choice of shoe boxes are displayed too. They tend to be under-appreciated, used simply to stash your kicks, but show an evolution of the branding tied to the evolution of Air Maxes themselves. As most of us know, they help uphold the value of the shoes too.
The exhibition ends this Sunday, so go check it out if you can!
Rair - An Exhibition Celebrating London’s Love For Air Max
15 Bateman Street Soho London
all words and images: Denis Yong