Recently, Nike unveiled their Cult Classic collection. This is their lineup of remastered sneakers that may have flown under the radar for the hypebeasts, but definitely caught the eyes of collectors with an interest in history. Real IYKYK-type vibe. This cult classic collection includes the Ultraman and Veneer Dunks, the Linen and Ivory Snake AF1s, and of course, the Air Max 180.
The iconic model from 1991 returns in its signature ‘Ultramarine’ colourway. This classic running look comes in a white mesh base with cream synthetic suede overlays. The upper is also highlighted with deep blue Swooshes and infrared accents. Underneath the upper, we see the Air unit, which as the name suggests was the first to feature 180 degrees of visible Air cushioning.
Since its release, the Air Max 180 may not have gained the staple streetwear status of the AM 90, 95 and 97. However, it still made a massive impression on sneakerheads. Designed by Bruce Kilgore and Tinker Hatfield, the 180-degree unit was the first to make contact with the ground. The boundary-pushing runner was also able to tap into a distinctly 90s energy just as the decade began, complete with flashy colours and new technology on full display.
Aside from the groundbreaking tech and classic 90s design, the insane marketing push for this shoe has become a key part of its storytelling. Nike tapped talent from around the world to produce ads for the 180. This included everyone from Canada’s David Cronenberg to Japan’s Eiko Ishioka. British illustrator Ralph Steadman was also behind this campaign, and even got his own collab on the shoe back in 2018.
There was also one ad that never aired on TV but has since gone semi-viral online. Revolutionary French filmmaker Jean Luc Godard might be the last name you’d associate with a multinational ad campaign. But he took part, and fittingly turned in one of the most surreal paycheck jobs you’ll ever see.
Michael Jordan even wore the 180 in its Bright Concord colourway during the 1992 Olympics. This colourway is also set to return sometime this year as part of the Cult Classic collection.
With all that, the Air Max 180 has all the ingredients of a true cult classic sneaker. Returning for the first time since 2018, the 2024 edition has just dropped this week and is already available on KLEKT.
