I wrote a long-form piece about Nike's new generation of air centred around sustainability for Proper Magazine.
"However, with the 720, Air is no longer aimed at the athlete. Now exclusively cemented within the category of style, it can sometimes be difficult to pinpoint where exactly it belongs in the culture of Air. After looking into the shoe’s background, I learned that the Air Max 720 was designed with a much bigger aim in mind."
"Being the tallest Air Max sole ever created – coming up to 38mm length – the 720’s material and production credentials are incredibly important. Its sole is made up of 75% recycled waste materials, a fact which not many know about. Nike isn’t overtly promoting or pushing this statistic because promoting Peggy Gou’s or Miniswoosh’s affiliation with the 720 is a much smarter marketing move. That’s not to say that they don’t want us to be aware of it. The simple fact is that production stats are never the quickest way to make a consumer want to spend £150 on a pair of shoes, and yet, businesses who embark upon this ecological shift today will be better prepared in the future for further changes. More and more millennials are placing value on a company’s ethical practices and this will show much more in the long-run."
Read here: https://www.propermag.com/site/a-new-generation-of-air-2019-04
