To The Max: Meet The Fans Who Are Taking Club Loyalty To New Levels

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Photography: Coco Capitan / Words: Tom Everest

In March 1987 Nike debuted its first sneaker showcasing the Swoosh’s now iconic Air technology through a side-visibility window — the Air Max 1. In the 33 years that have past, the Air Max has grown into the biggest footwear franchise in the world, experienced countless variations, became a street icon and transcended streetwear culture by taking over cities, stadiums and training grounds across the continent. Today, it goes to another level.

Just like three decades ago, Nike celebrates the ‘air’ values of ingenuity, creativity and style through a collection of contemporary third kits that are made to make a statement on the biggest European football stage and on the streets across the continent. 

The new kits take inspiration from the ways in which the Air Max has been welcomed into the heart of club culture and the entire campaign uncovers the unique ways in which the sneakers have influenced the look, feel and aesthetic of the biggest clubs in Europe.

It’s a celebration of past culture and future legacy, of new fan faces staying loyal to club traditions and to a range of kits that honour the DNA of legendary forces in cities across the continent. It’s a collection that honours the strong and unshakable bond between the fans, the club colours and the identity of the Air Max. 

To explore the cross-cultural significance of each club kit even further, we spoke to a new collective of fans who are taking club loyalty to new levels.

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