'The Rig Out' x size? x Nike Explore Air Max 95's Connection to London Youth Culture With Four UK Artists
Four London artists share why they love the Air Max 95.
Nike footwear designer Sergio Lozano introduced a revolutionary approach to running design with the Air Max 95, a sneaker that took inspiration from human anatomy. Together with its black outsole, visible Air unit in the forefoot, and bright neon yellow accents, the bold model was a milestone for the running performance market and this year, celebrates 20 strong years since its inception.
In conjunction with the Air Max 95’s 20th anniversary, UK lifestyle magazine The Rig Out partnered with Nike and size? and headed to South London to meet with four up-and-coming artists who were born around ‘95: grime MC @Novelist, DJ Jetsss, Ninja Tune producer Dark Sky, and Catford Art Dealer, painter and Neverland Clan member, Ryan Hawaii. “London ’95s” is a short film that interviews each artist about the beloved sneaker that they all grew up with and how it impacted their lives as well as South East London youth culture. The video also features an original score influenced by the jungle sound of the mid-’90s composed by Dark Sky exclusively for the short film.
