New Age Of Nike

For years, they were banished to the wardrobes of the badly-dressed. But believe it or not, nineties-style sports trainers are making a comeback .Starting off with the newly iconic, Nike air max. The shoe, which was first released in the UK 25 years ago, is enjoying a revival all over the country as part of a return of sportswear, according to retailers. Recently sported by an abundant of celebrities, including singers Rita Ora and Lily Allen, Twilight actor Robert Pattison and even President Obama, Asos reported a 320 per cent growth in sales of Nike Air Max since last year while high street store Schuh also reported an increase.  But where has this infatuation with trainers come from and why can’t we resist jumping onto this trend? 

Introduced, in 1987 after designer Tinker Hatfield hit upon the novel idea of showing the inside of the sole with a ‘bubble’ and inspired by the Pompidou Centre in Paris, which has its steel structure, escalators and pipes all exposed on the outside, the unique design was born. The trainer was rapidly popularised by the nineties by musicians and sports personalities. After no time at all, it was unavoidable to watch a hip hop video without spotting a pair and they became the iconic shoe of the American ghettos. They were worn by a large majority of people, from all walks of life, and were also adopted by those on the nineties dance scene, where ravers often stayed up all night partying in fields. Not only did they become a symbol of the party lifestyle, but they also gained a practical element where people who chose to party excessively, had a comfortable shoe choice.

An influx of fashionistas have attacked Nike all in the name of fashion.

Fashion experts say that this year’s revival was prompted by nostalgia for the decade, which many now see as a ‘golden era’, where Britain for the most part, enjoyed a flourishing economy. Adam Saville, clubs editor for the publication DJ Mag, recently stated that youngsters are increasingly turning to the nineties for inspiration. He said: “When the future’s bleak, there’s a fetishisation of what came before. People are looking back as if it was some sort of golden age. “

Not only this, but people are also blaming the recent revival in dance and house music. As  Clubbers have  gone made over the original beats of the noughties, they have also embraced the ultimate  dance music accessory – Air Max 90s – and the 90s deep house sound is very much back. It is defined not only by the music people are listening to, but by the way they are dancing and the clothes they are wearing, much like back in the day. Music and style is once again united in identity.

David Spencer, product and marketing director at Schuh said: ‘Nineties sport is the footwear of choice and we have seen a massive uplift in sales for this type of footwear, especially on ladies - where we are seeing girls who aren’t traditionally sports customers buying into the trend too.’

British Celine Designer and fashion insider, Phoebe Philo, is also said to be massively responsible and credited for kick starting this trend which has sent both sexes, as well as designers and brands, into a frenzy.  At a show early Last year, after taking a bow in her trademark trainers – which happened to be Air Max – the designer was papped and published everywhere, wearing trainers, including photographed in her Nike Vortexes for Vogue's March issue. Shoes, which once were a symbol of night long partying, are now footwear must have, bloggers and, well pretty much anyone, wearing them.

Sarah, a self-confessed trainer obsessor, and soon to be owner of her 99^th pair of trainers, argues “Trainer are one of those things which are timeless. I’ve always been more of a boy than a girl and always had a couple of pairs, but, as soon as I saw Philo in those air max, I knew it was only a matter of time till the trend blew up. I’m surprised it didn’t happen sooner to be honest! There’s nothing quite like opening a box of fresh new shoes, and I’m glad everyone has finally realised that trainers aren’t just for chavs and athletes!”  

There is also the obvious reasoning that it’s all down to the ‘the 20 year cycle.’ Where trends and obsessions come back around, are everywhere and anywhere, for a bit and then disappear, to then crop up again years later. In the 00s we saw the relived  80s with Dr Martens and the 10s are reliving the 90s sportswear.

Whatever the reason, whatever your style, Nike Air max, as well as the likes of New Balance and Reeboks, are around to stay, so if you are going to invest in something this summer, It better be a fresh new pair of kicks!