Nike SNKRS

The history of Nike SNKRS began in 1964, when entrepreneur Phil Knight set up Blue Ribbon Sports with his former sports coach, Bill Bowerman. They distributed athletic shoes in the United States for Japanese company Onitsuka, with Bowerman developing cutting-edge silhouettes like the Cortez. This eventually became Nike’s first official release in 1972, paving the way for a remarkable footwear dynasty.

Bowerman’s experimental approach pushed design boundaries, leading to key innovations such as the legendary Waffle outsole – a Nike mainstay applied to groundbreaking running shoes like the Waffle Trainer and the 1977 LD-1000, as well as 1982’s Field General American football boot. During the 1970s, he crafted renowned sporting silhouettes including the reliable Blazer basketball shoe and the suave Killshot tennis trainer, both of which remain virtually unchanged as modern fashion items. 

Nike’s early success brought in designers like Bruce Kilgore, who in 1982 created the first basketball silhouette with Air cushioning: the iconic Air Force 1. A signature deal with the young Michael Jordan followed, and, in 1985, Peter Moore’s incredible Jordan 1 launched a basketball dynasty. Alongside the Air Jordan, Moore designed a college basketball shoe called the Nike Dunk, which went on to become a highly collectible sneaker.

Over in the running division, Nike made a bold move by switching Tinker Hatfield from architecture to footwear design. In 1987, he created the first visible Air shoe, the revolutionary Air Max 1, beginning a series that contains some of the brand’s boldest, most inventive silhouettes. Hatfield’s unconventional background gave him a unique perspective, and many of his Air Max became fan-favourites, including the Air Max 90, with its eye-catching cassette-framed Air unit, and the Air 180, with its standout 180-degree air bubble.

While Hatfield moved on to other projects, crafting 1991’s distinctive Huarache running shoe, the Air Max line dominated the decade with classics like Sergio Lozano’s anatomically inspired Air Max 95, Christian Tresser’s Air Max 97, which debuted full-length visible Air, and Sean McDowell’s Air Max Plus, which pioneered Tuned Air cushioning.

With the new millennium approaching, Nike collaborated with Japanese fashion label Comme des Garçons, beginning a prolific and enduring partnership, and launched its experimental Alpha Project, resulting in forward-thinking footwear like the Sunder – a shoe so unique it was brought back twenty years later as the Air Max SNDR. In 2000, the long-awaited mechanical cushioning system, Nike Shox, was introduced after a challenging design process stretching back to 1984 that required the expertise of both Bruce Kilgore and Sergio Lozano.

Nike continued to innovate across other sports, introducing the popular Total 90 football boot franchise, whose striking third edition is now a stylish casual sneaker. In 2002, Sandy Bodecker was chosen to head Nike SB: the brand’s latest attempt at creating a successful skateboarding series. Bodecker’s dedication to the skating community earned the division immense respect, while his collaboration with American streetwear brand Supreme ushered in another fruitful partnership.

In athletics, contemporary materials were making mesh running shoes like Nike’s Air Pegasus 2005 more durable and breathable. Two decades later, its on-trend style saw the 2005 reimagined as the 2K5, with the rave-inspired Air Pegasus Wave, 2006’s techy Air Max TL 2.5 and early 2010s classics like the comfort-focused Initiator and the outstanding Vomero 5 all released alongside. Meanwhile, a 2010 futsal shoe named the Nike Gato had a similar impact thanks to its appealing low-profile design.

During the 2000s, Nike set up more partnerships, most significantly with Dutch brand Patta, whose famed collection of Air Max 1s and 90s goes back to 2006. Many lifestyle-focused collaborations have been fostered since, including an important one with Chitose Abe’s luxury label, sacai, which coincided with the launch of Nike’s new SNKRS platform in 2015. This community focused app offers early access to popular sneakers like sacai’s unique hybrid silhouettes, as well as exclusive products and content.

In 2017, two compelling collaborations were established, one with Virgil Abloh’s Italian fashion brand Off‑White™, the other with superstar American rapper Travis Scott. These have produced some of the most sought-after sneakers in history, from Scott’s epic Jordan 1s to Abloh’s iconic ‘The Ten’ collection, which includes heritage silhouettes like the Blazer and modern innovations such as the revolutionary VaporMax – the ultimate expression of Air Max cushioning.

As Nike SNKRS made sneakers more accessible, the brand launched its first lifestyle-specific Air Max, the Air Max 270, in 2018, signifying a functional shift in the long-running series. In 2019, Nike became a key part of the growing trend for heritage running shoes, crafting retro-style silhouettes like the Pegasus-inspired P-6000.

The 2020s were defined by new collaborative efforts, which started with Nike setting up the NOCTA sub-label as a creative outlet for influential rapper Drake. In 2022, Simon Porte JACQUEMUS’ eponymous label produced an elegant version of the rugged Air Humara before crafting the sophisticated J Force 1, while 2023 saw London streetwear brand Corteiz release the first in a captivating run of Air Max 95 colourways. In 2024, luxury clothing label Bode helped launch the retro Nike Astrograbber and popular musician Lil Yachty honoured his Concrete Boys rap collective on the Us Force 1.

Around this time, the trend for Y2K-era running shoes began to intensify, and Nike brought out several sneakers based on comfy retro classics from the Vomero series, with the V2K Run released in 2023 and the V5 RNR following in 2025. As well as celebrating the past, the brand also looked to the future through the innovative Air Max Dn. Debuting on Air Max Day in 2024, it was the next evolution of Nike’s visible Air technology, its interconnected tubular cushions providing a unique feeling of ‘dynamic motion’.

Nike’s lifestyle sneakers grew out of its high-performance sporting footwear, creating a powerful legacy that still endures today. Nike SNKRS offers casual fans and enthusiasts alike the opportunity to own these beloved silhouettes as Nike’s innovative approach leads the way in sneaker culture.