[SEVENSTORE]
Project: Nike Air Max SNDR
Work Undertaken: Concept Creation, Creative Direction, Set Design, Sound Design, Image Retouching.
Production Credits:
Director: Cal Risin
DOP: Joe Ripley
Production: Cal Risin + Olivia Joan Brown
1st AC: Ben Langley
Gaffer: Sachin Parmer
Spark: Chris Bird
Grip: Steve Avison
Editor: Carina Etae
Edit Assistant: Gennesis Pantaleon
Colourist: Andi Chu
Set Design: Cal Risin
Graphic Design + Animation: Ben Fisher
Chamber Design: Aztec Studios
Sound Design: Cal Risin + Carina Etae
Photography: Chelsea Smith
Retouch: Cal Risin
Copywriting: Millie Throp
Nike Air Max SNDR: The Prophecy of Retro-Futurism.
The term ‘anemoia’ denotes the experience of nostalgia for a time one has neither lived through nor known. And with the sensation’s basis in the paradoxical, it incurs a non-revelation to find these happenings can even foster clairvoyant projections of the future.
In a suspected case study to this whimsy, these peculiar visions of times ahead struck the design chambers of Nike’s Alpha Project in the late nineties. Coaxed by a decade of Air Max technologies prior, the experimental offshoot steered further than propulsive foundations alone. Chartering a figurative Space Race within the athletic footwear sector throughout the early millennium, the Alpha diffusion traded astronautical breakthroughs for aerodynamic ideations and techniques unseen on foot, birthing the likes of the Shox and Air Kukini iterations thereafter.
Whilst the chapter’s supernatural ties are largely ruled a conspiracy, utterings of the Alpha Project are too sunken beneath Nike’s marginalia, circulating merely in the forums of in-the-know sneakerheads. But kept alive within these networks is a long-lost apex of such retro-futurism, redolent of a scientist’s avant-garde.
This apex? Meet the Nike Air Max SNDR.
Named ‘the Air Sunder Max’ at inception in 1999, its original “Canyon Gold” chromatics arose contrarian to silver tinctures. Bedecked with reflective nine-dot panelling – a step beyond the five dots of its Alpha siblings – the model achieved new reaches of radical expression atop its neoprene casing. The zipped-tongue mutant was a real live-wire.
But, in consequence to its forwards positioning, the SNDR’s consumer debut proved short. Ahead of its time, the pair anticipated a sartorial era where less backs are turned at technological advances. Othered then; made for now.
Hence, post a quarter-century pulsating from the motherboard – AKA the Nike archives – its emergence from the time-capsule charters a kindred replica, with the all-new, bioluminescent ‘Highlighter Pack’ germinated for the alt-aesthetes of a “super-future” – which we now call modern day.
The supposed prophecy of a maker’s neoteric hallucinations, the SNDR is readied for a lap around today’s progressive epoch, where hyperreality is simply part of the groove, and streams of information are on-hand in abundance. An antithesis to the archival, the silhouette is charged by such maximalism. And so, the Nike Air Max SNDR Sneaker is not only the style code to, but the catalyst of, our current reality. Welcome to the land of the lived science-fiction.
Full article available via SEVENSTORE & Nike SNKRS.
Work Undertaken: Concept Creation, Creative Direction, Set Design, Sound Design, Image Retouching.
Production Credits:
Director: Cal Risin
DOP: Joe Ripley
Production: Cal Risin + Olivia Joan Brown
1st AC: Ben Langley
Gaffer: Sachin Parmer
Spark: Chris Bird
Grip: Steve Avison
Editor: Carina Etae
Edit Assistant: Gennesis Pantaleon
Colourist: Andi Chu
Set Design: Cal Risin
Graphic Design + Animation: Ben Fisher
Chamber Design: Aztec Studios
Sound Design: Cal Risin + Carina Etae
Photography: Chelsea Smith
Retouch: Cal Risin
Copywriting: Millie Throp
Nike Air Max SNDR: The Prophecy of Retro-Futurism.
The term ‘anemoia’ denotes the experience of nostalgia for a time one has neither lived through nor known. And with the sensation’s basis in the paradoxical, it incurs a non-revelation to find these happenings can even foster clairvoyant projections of the future.
In a suspected case study to this whimsy, these peculiar visions of times ahead struck the design chambers of Nike’s Alpha Project in the late nineties. Coaxed by a decade of Air Max technologies prior, the experimental offshoot steered further than propulsive foundations alone. Chartering a figurative Space Race within the athletic footwear sector throughout the early millennium, the Alpha diffusion traded astronautical breakthroughs for aerodynamic ideations and techniques unseen on foot, birthing the likes of the Shox and Air Kukini iterations thereafter.
Whilst the chapter’s supernatural ties are largely ruled a conspiracy, utterings of the Alpha Project are too sunken beneath Nike’s marginalia, circulating merely in the forums of in-the-know sneakerheads. But kept alive within these networks is a long-lost apex of such retro-futurism, redolent of a scientist’s avant-garde.
This apex? Meet the Nike Air Max SNDR.
Named ‘the Air Sunder Max’ at inception in 1999, its original “Canyon Gold” chromatics arose contrarian to silver tinctures. Bedecked with reflective nine-dot panelling – a step beyond the five dots of its Alpha siblings – the model achieved new reaches of radical expression atop its neoprene casing. The zipped-tongue mutant was a real live-wire.
But, in consequence to its forwards positioning, the SNDR’s consumer debut proved short. Ahead of its time, the pair anticipated a sartorial era where less backs are turned at technological advances. Othered then; made for now.
Hence, post a quarter-century pulsating from the motherboard – AKA the Nike archives – its emergence from the time-capsule charters a kindred replica, with the all-new, bioluminescent ‘Highlighter Pack’ germinated for the alt-aesthetes of a “super-future” – which we now call modern day.
The supposed prophecy of a maker’s neoteric hallucinations, the SNDR is readied for a lap around today’s progressive epoch, where hyperreality is simply part of the groove, and streams of information are on-hand in abundance. An antithesis to the archival, the silhouette is charged by such maximalism. And so, the Nike Air Max SNDR Sneaker is not only the style code to, but the catalyst of, our current reality. Welcome to the land of the lived science-fiction.
Full article available via SEVENSTORE & Nike SNKRS.
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