![]() ![]() But we’re thinking more about, ‘How do you make it intuitive?’ How do you make that benefit so obvious without any other sort of explanation?” says Gomez. ![]() “There’s a love affair with visible technology right now, which is great. A lot of that is thanks to VaporMax, React, and tech from other brands, but Nike is trying to see how far it can take this new iteration of Air and where it’s going to go. The Air Max 720 works right now, not only because the shoe is functional, but rather there’s a new-found interest in visible technology. ![]() “And this is one of the few things that have rekindled his faith in the hope that there’s some newness that’s happening, and that it’s not so predictable.” He was underwhelmed about how things have been going in the past few years,” he says. Raasch says he had a conversation with Hatfield about the 270, although he hasn’t spoke to him about the 720, and said that the legendary Nike designer had nothing but praise for his work. He had the attitude of, ‘If I do it, I’m gonna do it. Raasch recalls, “We were listening to Tinker the other day telling us stuff. In fact, that attitude came from the original Air Max designer, Tinker Hatfield. Just have fun with it and tell a cool story.” I think part of the fun of doing is that if it fails it fails. “They thought it was weird and that it wouldn’t work. ![]() A lot of people hated it when they first saw it,” he says. “I think the expectations are, ‘Hey, this needs to be big,’ especially with the 270. His approach to creating a successful shoe isn’t what one would think, rather he doesn’t think about it at all. Designing big shoes is nothing new to Raasch, who’s the person behind the Nike Roshe Run. The Air Max 270 was a runaway hit for Nike, even if people at the brand were skeptical about it at first. We use it tastefully but go somewhere new so it doesn’t offend anyone.” If we don’t use any DNA, it’s hard to tell it’s a Nike. “We’re cognizant of, but we want to go to a new space,” says Senior Director of Air Max Dylan Raasch. This is something that Nike thinks about, but doesn’t want to dwell too heavily on. One of the most difficult groups people to please with an Air Max shoe, though, are the diehard collectors that have formed a subculture around the innovation’s lineage in running shoes. Then it just feels good on your foot, so it works.” We figured out how to engineer the system and draw the material. How does it look on the foot? It sort of all came together. If it’s too big, it’s going to fail and not work. “They know about how to draw this material out so it works. “How big is too big? My team engineers think about this stuff,” says Kathy Gomez, Nike’s VP of Innovation. It’s so large (it's the tallest Air bag the brand has made) that it created a design issue in figuring out how to harness that much cushioning in a stable structure. That Air bag provided the biggest challenge in developing the 720. It was developed by tracking the movements of commuters in major cities using motion-sensor technology to create a data-driven shoe intended to meet the needs of the everyday person. The 720 features a full-length version of Air unit from the 270. Reworking Nike’s Air Max bag, which has existed since 1987, is guaranteed to draw reactions. Is it big enough? Is it comfortable? How does it look? All of these things were taken into consideration in the creation of the Air Max 720 and its new cushioning system. It's the brand's follow up the Air Max 270, the first Air Max sneaker that was created with a bag developed specifically as a lifestyle model, geared towards walking and commuting. ![]()
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