The Art of Styling With the Biggest Air Maxheads in Asia You’ve Never Heard of
Air Maxes aren’t just sneakers. They’re a movement that reaches all corners of the globe. On March 26, 1987, Nike released the first of countless models, igniting a cultural legacy that would revolutionize not only footwear design, but the very nature of collector culture.
Today, there are few places on earth where the series is more cherished than in Asia. Accordingly, we asked collectors in Hong Kong, Tokyo and Seoul to showcase their collections as they see fit. The result is a visual trip through personal style and cultural identity that displays passion, creativity and, of course, an unwavering love for all things Air.
KAORU TAKAMI
Based in Tokyo, Kaoru Takami spent nearly 30 years at Nike, where she gained insider knowledge of the Swoosh and built one of Japan's most impressive—and complete—Air Max collections.
How did Nike evolve during your 25 years with the company, and what was it like to be part of that transformation?
When I joined the company in 1991, Nike wasn’t well known, but after going through various ups and downs, by the time I left in 2016, it had become a worldwide name. Being there to experience that was an honor and the highlight of my 25 years with the company.
Your sneaker collection is incredible! When did you begin collecting?
Around 2000, Nike began focusing on lifestyle silhouettes rather than just sports, and I started working in that direction. As a result, I started buying those kinds of shoes and the collection now looks like this.
With so many sneakers in your collection, what do you look for when adding a new sneaker? Are there ever sneakers you have to pass on because you simply don't have the room for them?
I mainly collect sneakers I need for everyday use, but I especially like ones with a story. I also buy more sneakers that I think I need, regardless of the space.
Which Air Max are particularly special in Tokyo?
In 1996, the Air Max 95 became a massive sensation, leading to the so-called Air Max Hunting phenomenon.
In Japan, vintage denim has always been popular, and the sneakers paired with it were typically court shoes. Because of this, models like the Dunk and Air Force 1 had consistent demand. However, since they had a fixed style, they were not appealing to those who didn’t like that look. On the other hand, Air Maxes came in various designs.
Nike aimed to revive the Air Max series in the early 2000s, but only atmos—then a single-store retailer—backed the idea. They made the first release count, creating the atmos x Air Max 1 ‘Safari,’ a fusion of the Air Max 1, Air Safari and Air Approach. It was a hit, reigniting Air Max hype and shaping Tokyo’s sneaker culture.
If you could only wear one Air Max for the rest of your life, which one would it be?
The Air Max 93. The middle of this picture is a women’s-exclusive color that came out in 1993. I don't think this color has ever been reissued.
Do you prefer the Air Max 95 or Air Max 97?
Both are great, but I prefer the 95 because it’s more flexible.
SALTYEGG
saltyegg is a radio host and DJ from Hong Kong. Renowned for his singular style, he is drawn to bold, mismatched Air Max sneakers.
What do Air Max sneakers mean in Hong Kong?
Air Max has had a huge impact in Hong Kong. Models like the 90 and 180 were legendary back in school days, but the 95 was on another level. It was massively hyped in Japan, and when it arrived in Hong Kong, it became an instant classic.
In Asia, sneaker culture is often shaped by cultural icons. People like Takuya Kimura, magazine covers of BOON and even manga played a role in cementing Air Max’s legacy. One of the most iconic examples is how the Air Max 95 was featured in Great Teacher Onizuka and Yu-Gi-Oh!
The gradient ‘Neon’ colorway, the first-ever forefoot Air unit and its groundbreaking design made the 95 unbeatable at the time.
You're known for your adventurous sneaker styling. What made you start wearing mismatched sneakers?
The idea of mismatched sneakers started with the bold colorways of the Reebok InstaPump Fury. I first experimented with Converse in different colors and later with the Air Rift. As I got older, I developed a habit of buying the same sneaker in multiple colorways.
When I started working in radio, I wanted to create a signature look. Since I already owned sneakers in different colors, I figured why not wear two different ones at the same time? It became my trademark, and now, whenever people see mismatched sneakers, they think of saltyegg.
Not every sneaker works mismatched—there’s an art to it. Maybe that’s a topic for another day!
Why did you decide to wear these Air Max in your photos? What do they mean to you?
The Air Max 95 is one of my all-time favorites, and the ‘Neon’ colorway is my top pick. For this shoot, I chose three pairs: The Cav Empt x Air Max 95, Stash x Air Max 95 and CLOT x Nike Air Max 1 ‘Kiss of Death.’
The CLOT 1s represent Hong Kong. They were Nike’s first-ever collab with 852 [the Hong Kong country code], released in 2006. The design blends Eastern and Western elements, featuring a slipper-inspired concept by EDC, KP and MC Yan. The OG version had a transparent sole highlighting the Yongquan acupuncture point, which is linked to kidney health. And I still remember how the transparent toe box would fog up over time—just like the ESPO Air Force 2!
What are your favorite Air Max to wear while DJ'ing?
Lately, I’ve been rocking the 95, but I’m curious to try the DN8—it looks super comfortable!
Do you prefer the Air Max 95 or 97?
The 'Neon' 95s and 'Silver Bullet' 97s both hold special memories from school vacations. Can I pick both?
SHIN GWANG
Seoul-based designer Shin Gwang doesn't just admire Air Max: he created his own, the 'Neon Seoul' 97. One of six winners of Nike's global ON AIR competition in 2018, he still retains a fondness for the series.
What are your earliest memories of Air Max?
When I was in middle school, the first pair of Nike shoes I begged my mom to buy me was the Air Max 97. That’s why it holds such a special meaning for me—I still have that pair to this day. Kids are naturally drawn to eye-catching designs, and the model I got back then was the all-silver Air Max 97. I loved how it shimmered at night.
You designed the Air Max 97 'Neon Seoul' for Nike's ON AIR contest. What are your memories of that project? What did it mean to you to win?
The journey to creating ‘Neon Seoul’ involved so many steps—workshops, renderings, a headquarters tour, sample reveals, final sample production and even working on sticker designs. Seeing my imagination come to life, first on paper and then as a real product, was an incredible experience, especially at Nike. Over a year, I learned and grew so much.
This project became one of my greatest assets, giving me both confidence and a foundation for future dreams. ‘Neon Seoul’ was a major turning point in my life—the second biggest, actually. The first was getting married.
If you could only wear one Air Max for the rest of your life, which one would it be and why?
The VaporMax 1 ‘Triple Black.’ It’s the most comfortable Air Max, making it perfect for daily wear. Its sleek design also pairs well with anything.
What do Air Max sneakers mean in Seoul? Which Air Max sneakers are Koreans drawn to the most?
The Air Max 95 is an iconic sneaker in Seoul. In the early 2000s, it was even more popular than Jordans, Dunks or Forces. The ‘Neon’ colorway, in particular, became a symbol of that era.
Do you prefer the Air Max 95 or 97?
In life, the 97. But for now, the 95.
WADISM
Seoul-based YouTuber Wadism first launched his channel in 2015 to document his sneaker collection. Over time, his content has expanded to include in-depth reviews and sneaker culture discussions, with plenty of time spent highlighting the legacy of Air Max.
When did you first get the idea to start YouTubing about sneakers?
In 2015, I was constantly buying and selling sneakers as a collector. Since my budget was limited, I had to sell one pair to afford the next. I started taking detailed pictures of my sneakers, not for a blog, but to archive them for myself. A few months later, I began filming them with a video camera to capture more details and uploaded the videos to YouTube as a way to store them in the cloud. That’s how it all started.
What are some of your earliest memories of Air Max?
In 1998, the Air Max 95 and 97 were incredibly hyped in Korea. The 'Silver Bullet' Air Max 97 was my ultimate grail, but at the time, I had no idea where to buy one. Eventually, I found a pair at a resale shop. I was so happy, I slept in them that night.
If you could only wear one Air Max for the rest of your life, which one would it be and why?
The Air Max 95 ‘Neon.’ It has the coolest colorway and an iconic history—arguably the greatest Air Max of all time.
What's your favorite Air Max collaboration of all time?
The Undefeated x Air Max 97 ‘Black.’ I’ll never forget the first time I saw it.
Why do you think Air Max sneakers and their technology are still so relevant in the sneaker game today?
The Nike Air Max was inspired by the Centre Pompidou in France and was the first shoe to introduce visible Air technology. It represented innovation and the future of footwear. Over the years, the Air Max line has been at the forefront of change, constantly evolving while staying true to its roots.
Do you prefer the Air Max 95 or 97?
Air Max 95.