ICON: Where do you pull inspiration from?
✌🏼 #airmax270react #airmax #bauhausĪ post shared by dylanraasch on at 9:26am PDT Check out the SNKRS app to see a behind the scenes look at the design process. The Air Max 270 React dropped today so I had to pull together some of the amazing images and places it showed up. There are very few shoes you can put on that have functional comfort and a style element that are so timeless.” I could say it’s that Air Max only sensation combined with the iconic and bold Air Max only design language, but really each model has its own unique personality which allows people to play up, or play down their own personal style in a way that feels authentic.
This is the hardest consideration as a lot has been done with footwear, but this is what we enjoy the most as it forces us to constantly evolve our thinking and seeing if we can bring something new to the table that challenges conventional thinking.” ICON: What do you think draws people to the Air Max style?ĭR: “Air Max has an authentic personality. The last thing is just the iconic nature of Air Max. We love to tell stories in Air Max as it creates a connection with people and also becomes a snap shot of the current time period, so we work hard to bring in these cultural ties, innovation shifts, and new aesthetic changes which usually defines what makes a modern sneaker modern.
NIKE AIR MAX 270 REACT FULL
Whether it was making air visible with the AM1, making the midsole black on the AM95 which was unheard of up to that point, making it full length with the AM97, or having only Air underfoot which was another break thorough with the Vapormax. Almost every Air Max model that has become an icon, broke the rules at that time and did something that had never been done before. “Almost every Air Max model that has become an icon, broke the rules at that time and did something that had never been done before.”ĭR: “With every new Air Max model comes a lot of expectations behind it due to its deep history, but fortunately this history has created a playbook of sorts that set out some ground rules that we try to follow. What sort of considerations are taken when designing a new silhouette? Sneakers continue to be the star of the show as they have longevity and good design can transcend the short lived trends.” Credit: Supplied ICON: The Nike Air Max has been around for three decades. Sneakers have become the staple item for a lot of brands, including fashion houses which has brought streetwear to the forefront of fashion, as well as the designers from that street wear background. People today are looking for functionality and the comfort that allows them to wear it all day, but with that overt personality which traditionally came from more thoughtful design solutions. I knew the resources Nike had would allow to create some things that were impossible to make up to that point.” ICON: With your experience in the industry, how has the sneaker landscape changed in the last decade?ĭR: “The biggest change has definitely been the shift of high fashion into the street wear market, or vice versa depending on how you want to look at it, which has changed not only the fashion landscape, but really shifted the role sneakers play in fashion now. In 2009 there was an opening in Nike Sportswear so I applied for a footwear design position there as it seemed like good transition where I could use my street wear experience and continue to explore new ideas from there. ICON: How did you find your way to working with Nike?ĭylan Raasch: “I worked in the skate industry for about nine years before joining Nike and made the move as I really just felt like I was ready to try something new. It’s a mouthful to say but with the considered and meticulous combination of the Element React 87 and the Air Max 270, the fresh design literally puts a spring in your step.ĭubbed as Nike’s first lifestyle Air unit, we caught up with the prolific designer for insight into the design process, a changing industry and what we can expect from new sneaker trends.
In 2009, Raasch was appointed the opportunity to further drive the success of the sporting powerhouse and in a bid to reach new heights of technology and design, the newly launched Nike Air Max 270 React was born. Combined with the air cushioning technology from Marion Franklin “Frank” Rudy and the sneaker design of Tinker Hatfield, Nike have continued to reimagine the iconic shape for three decades. Since the lauded release of the Nike Air Max 1 in 1987, popular culture has been shaped by the bold style and furthermore has proved to be the pinnacle of sneaker technology for over 30 years. As Nike Senior Sportswear Design Director, Dylan Raasch is the leading man behind the world’s biggest-selling sneakers. You may not recognise his face but you’d recognise a pair of his sneakers any day.
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