Tracing back to its origins, the idea of incorporating air inside the sole of a shoe as a form of more sufficient cushioning came from the aerospace technology specialist Frank Rudy in 1977. Fast forward 10 years later, the Air Max 1 was finally put to the public. Designed by Tinker Hatfield, the visible air on the sole was inspired by the Centre Pompidou building in Paris where the interior is visible from the outside. What started as an unorthodox idea, the Air then became revolutionary, in terms of its technology and how it began the resurgence of the sneaker culture.

Throughout the years, the Air Max series has gone on to develop a range of notable silhouettes such as the Air Max 180, Air Max 93, Air Max 95, Air Max 97, Air Max Plus, Air Max 360, and the most advanced one to date, the VaporMax. Additionally, leading up to 2018 Air Max Day, Nike released its latest addition the Air Max 270. It features an exaggerated air bubble around the heel, which sees a nod to the innovative design of the Air Max 93.

As a worldwide phenomenon, the effect of the Air Max could also be felt across the country. Seeing the increase in demand for sneakers in Indonesia and the culture surrounding it, we talked to Dennis Pondaag (D) a vlogger whose Youtube channel, Common Habits, focuses on fashion and sneaker reviews, JeJouw (J) a sneaker enthusiast who’s responsible for Urban Sneaker Society, Pandu R. Birmawan (P) the Head of Indonesian Sneaker Team (IST), and Ariel Sion (A) creative designer for Our Daily Dose.

Do you see sneakers as merely a pair of shoes, or a whole lifestyle?

D: Definitely a lifestyle, it doesn’t have to be the most expensive or the rarest sneakers, but a good pair of sneakers will compliment your outfit and make you look good and boost your confidence.

J: I think now it has become a whole lifestyle. Everyone’s using sneakers. Back then, sneakers were mainly used for sports, but now it’s used for their daily lives. Wearing sneakers are much better than wearing formal shoes or heels, and the trend itself isn’t only based in Indonesia, but it’s felt worldwide.

P: I think sneakers have become a part of lifestyle, and the reason for this is because they are not only used in accordance to their initial function but for everyday wear instead. An example would be basketball and running shoes, they are not worn for the sole purpose of sports but also for when you hang out at the mall. So I would definitely say it’s become a whole lifestyle.

A: It is definitely a part of lifestyle.

Do you remember the first Air Max sneakers that you bought and the reason why you bought it?

D: Got my first pair of Air Max in primary school and I don’t really remember which model it was. Bought them because my friends were wearing them at school and I wanted to also look cool (laughs)

J: The first time I bought an Air Max was because it was a type of low top sneakers that’s comfortable to wear. I mean, I was also influenced by the trend too. I bought the Air Max 1 x Atmos. It was quite expensive, it costs around Rp6-7 million, but I bought it because the design is really unique and it is a rare piece.

P: It was Nike Air Max 90 “King of The Mountain”. I bought the pair from a friend within the same community circa 2008/2009. I was really interested because of its details and the appealing colourway, with the light pink and blue combination as well as the black faux-snakeskin. The details are also quite unique, on the heel of the standard Air Max 90, it would usually have the swoosh logo and “Nike Air” text, but on that pair, “King of The Mountain” was written. It also features a micro-perforated leather on the upper side, as well as graphics on the outsole. And let’s not forget the extra laces with very contrasting colours when compared to the upper.

A: It was an Air Max 1. It was a long time ago, possibly 2009 or 2010. My good friend convinced me to get a pair. I didn’t know much about sneaker back then. I only remember him telling me I gotta have these shoes. (laughs)

When you put on a pair of Nike Air Max, how does it make you feel? Is it different from other types of shoes?

D: Yes, having Air Max technology as a cushioning system makes you feel comfortable when wearing it for a long period of time.

J: Compared to other shoes, it’s definitely comfortable. In addition, Air Max is more low-key. If someone wears a pair of Air Jordan 1s, it seems a bit more high-key, and people who see them would be like ‘Damn, that’s an Air Jordan 1!’. Especially now, since there’s an OFF White x Air Jordan 1, people would comment like “Wow, that’s so fly!” (laughs). When you use an Air Max, it’s mostly because you like them, due to it being more low-key. It’s a normal kind of sneakers, everybody knows it, but it’s not as hyped as Air Jordan 1s.

P: What’s for sure was that when I put on a pair of Air Max 90, I didn’t expect it to be that comfortable. When compared to the Air Max 1, the 90s are definitely more comfortable for daily wear. Based on my experiences with Nike Air Max 1, 90 95, 180 and Plus/TN (tuned), the Air Max 90 would be the most comfortable.

A: Shoes I wear have to be comfortable. The Air Max is definitely among the top few when it comes to comfort. The evolution and innovation behind the shoe are what’s so crazy about it.  It makes me feel good because the Air Max is comfortable and fashionable at the same time.

Do you have a favourite pair of Nike Air Max?

D: Yes, my current favourite is the newest model which is the Air Max 270.

J: Yes, I like my Air Max 1 x Atmos, the Air Max 1, as well as the VaporMax.

P: All the sneakers I own would be my favourite because I really like their colours. It’s a shame that some of them were either broken or sold. They would be Air Max 1 Patta ‘Chlorophyll’, OG QS Blue 2009, Urawa, Tech Pack 2. Air Max 90 ‘King of the Mountain, Patta ‘Homegrown’, Premium Safar, DQM ‘Bacon’. Air Max 95 Parra. Air Max 180 Opium. Even so, the pair that I like the most would be the Air Max 90 “King of the Mountain” and Patta “Homegrown”

A: I love most of the Air Maxes but right now, it’s the VaporMax Plus.

What do you know from the Nike Air technology?

D: If I’m not mistaken the air technology was first invented for sports such as basketball or running, but now it’s used more on the lifestyle models.

J: Pretty much, I know they have the air bubbles, and it’s used for better cushioning. But the reason I bought Air Max wasn’t because of the air but their design.

P: What I know from the Nike Air technology is that it’s a kind of cushioning technology made out of air bubbles. It is one of Nike’s technological revolution for cushioning that could be seen from the exterior. From what I’ve learned from articles and books, it’s a cushioning system created so that it would make the shoes more comfortable when worn since it is flexible and would make you feel like walking on air. However, it is also created that way so that it could show the aesthetics of the product.

A: It’s a crazy innovation. The fact that it was done 30 years ago makes it even crazier. It could still pass as a new technology today and that’s why it is such a timeless silhouette. Nike has managed to put an airbag in our shoes!

Seeing today’s local sneakers scene, do you think that the public’s perception towards sneakers are changing? And how do you see it in the future?

D: Yes, it is definitely changing quite a lot. I remember maybe around 5-6 years ago not everyone prefers sneakers as their day to day shoes, but now I see most people wear sneakers every day and I think this trend will stay for a long time seeing that Nike and other brands keep inventing new technologies and new models for the market.

J: I think it’s a good thing. It has become a lifestyle and people are starting to accept these kinds of things. People now dress more casually and that’s great. In the future, I think since it has become a worldwide trend as well, it’s not going to stop anytime soon. Sneakers are not an expensive item, and it could be received well by people of all classes. It’s also an opportunity for Indonesians to grab that market. For me especially, as a media (Urban Sneaker Society), we’re not going to only focus on sneakers, but we’re also going for the fashion aspect too.

P: Yes, it has changed. It could be said that sneakers used to be very niche. Not everyone knows, understands, likes, or even wears them. But when looking at it now, everyone enjoys and wears sneakers. It’s as if they’ve become a sort of primary needs and maybe as a way to get acknowledged by the public. Some even view the rise of this scene as a business opportunity. In my opinion, the sneakers trend would not fall anytime soon. Sneaker enthusiasts will continue to exist and also increase. The sneakers themselves would continue to evolve, in terms of their shape to their technology.

A: The way I see it is, people are just looking for more comfortable shoes. The fashion or hype thing, it has always been there. Most people want to follow the latest trend and fashion. I’m very happy that people can appreciate sneakers more these days. It’s here to stay. It’s not gonna go away in the future.

How are you going to celebrate Air Max Day?

D: I’m going to wear my new Air Max 270 for the day and probably cop another pair if I could.

J: I’m waiting for the new Air Max coming up, the Air Max 97/1 Sean Wotherspoon and the Air Max 1 Atmos Animal Pack 2.0. They’re really nice and I’m trying to cop them. They’re going to be really expensive, but if I could find the right price, I’ll buy them as a way to celebrate Air Max Day, and maybe share it on Instagram too (laughs).

P: I’m going to celebrate it by hoping that I would get the Air Max 97/1 Sean Wotherspoon. It would be better if I could get two of them, so I could wear one and the other one I would store away or even sell to buy another favourite pair.

A: I will be “working”. I am a Creative Designer at Our Daily Dose which is Indonesia’s hottest sneaker store and we will have an Air Max Day party in our store at Senayan City. It’s gonna be crazy this year. We are launching the Sean Wotherspoon and Atmos Air Max 1s. I will also be spinning some music on the event while rocking my Vapormax Plus!

The Air Max was designed with athletes in mind, but as time went on, the way people use sneakers has changed significantly. Looking at previous collaborations with OFF WHITE, Patta, Atmos, and a lot more, Nike has acknowledged that although their technology is significant, people’s perceptions in regards to shoes and their functionality has altered. Air Max sneakers aren’t solely used for sports anymore, but they have been regarded as an everyday sneaker instead. With constant new colourway releases and rare collaborations, Nike Air Max has definitely become a cultural icon in the sneaker culture.