JD and Nike Are Dedicating This Year’s 1.10 Day to Liverpool

JD has joined forces with Nike for the brand’s second annual 1.10 Day. A celebration of the staple Air Max 95, this year it revolves around the silhouette’s long-standing home of Liverpool, UK.

Every sneakerhead knows Liverpool’s connection with the Air Max 95 goes back decades. But for those less familiar, the city’s obsession with the silhouette began in the ‘90s when football fans adopted it as part of their uniforms. It wasn’t until the retail price rose to £110 GBP that it continued to grow as a cultural icon, becoming widely known in the North of England as the 110.

Honoring its enduring presence in the city, the sportswear retailer recently enlisted a lineup of local trailblazers for its dedicated 1.10 Day campaign. Headed by Liverpool F.C. footballer Dominik Szoboszlai, former Everton player Duncan Ferguson, rapper Kasst 8, and host Still Ryan as well as a wider cast of Ben Harris and Mark Skully from Bennetts, collector Lola Bennett, sneaker boutique owner Block P, model Paris Chanel, and creator Lew Earle, the collective comes together for a family-style portrait that spotlights the diverse communities connected by the Air Max 95.

The campaign also features a short film directed by UK filmmaker Glenn Kitson. It explores how the silhouette is passed down through generations as a cultural baton, pairing Kitson’s signature snappy cuts with a narration by writer and recovery worker PJ Smith. Beyond the storytelling, the film gives fans a closer look at the highly anticipated Nike Air Max 95, made for Liverpool.

Dropping exclusively at JD, the limited-edition pair marks the first time the city will get its own Air Max 95. Channeling its unmistakable spirit, Nike infuses the silhouette with two symbolic Liverpool hues, including the red brick-inspired “Rust Factor” and light-toned “Steam,” referencing the Liver Bird emblem. This color palette highlights “SCOUSE” on the sole, as well as the split “Liverpool” logo on the tongue.

Finer details on the sneaker consist of a brick-like pattern and reflective base along the foxing. Leaving no component untouched, the underside of the tongue is embroidered with the area’s “0151” telephone code, while the sock liner comes inscribed with a map of the city’s docklands.

Nike Air Max 95 Liverpool in “Rust Factor/Steam” is now available to shop exclusively on JD’s website and in stores while stock lasts.