Tag Archives: air tuned max

TUNED

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No update today because I’m busy selling my soul elsewhere. With ‘Air Max Day’ (possibly created by Mayor Quimby) looming, for which I supplied some writing, it had me wondering why some Air Max models have never made a comeback. The AM1 has been played out for a minute, but there’s other chapters that deserve attention — Sergio Lozano (designer of the Air Max 95) had one of his finest non-95/Air Mada moments with the Air Tuned Max in 1999. I recall going to short-lived club Home late the year that these released and the hefty queue being heavy with Tuned Max. Then, despite having some of the best ads ever, the technology seemed to vanish. Those Alpha Project designs were ahead of their time. When the excellent Air Max Deluxe appeared the following year, the sole seemed to switch back to the 97 unit, which seemed like a regressive touch, but the Air Max 2000 and Air Max 2001 (or was it the Air Max Ecstasy?) brought back the five-dotted Tuned Air. Three years of the same unit seemed questionable. Then the overlooked Air Max 2002 got all progressive and dropped tubular Air on us. The failure of that instalment meant that the 2003 reverted back to a six-year-old air unit. That always seemed like an admission of defeat to me. I’m guessing that bringing back the Tuned Max unit wouldn’t be cheap, given the weird piston-powered, multiple pressure, multiple chamber nature of that particular technology.

Shouts to Garmsville for putting me onto this documentary about Soho circa-1986 that includes Mr. Jason Jules making an appearance at the Wag Club.

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NERDERY

It’s a rare moment of actually socialising on a Sunday today, so I’ll keep it brief and just throw whatever’s on the hard drive at it. This weekend I’ve been pondering the way Ron Perlman really is a composite of Ferrell and Waits (someone on Instagram also pointed out that he’s got a touch of ‘Harry and the Hendersons’ about him too). Perlman is one of my favourite screen presences. even though I always assumed he’d be some kind of lanky dandy out of makeup after his run on ‘Beauty and the Beast’ — I never realized he was the simian-faced monk in ‘The Name of the Rose’ too. While Ron was involved in the only ‘Police Academy’ film I can’t actually sit through (despite ”Mission to Moscow’s scant 83 minute running time), him being in that recent ultraviolent ‘Punisher’ short and spending 4 hours in makeup to visit sick children as ‘Hellboy’ makes him a class act. Looking at the makeup guy’s t-shirt in that link, I was unaware of just how many pieces of Miskatonic University merchandise there are. Ain’t no nerdery like horror and fantasy nerdery…

…well, there is shoe nerdery too. At the moment I’m working on something that necessitates some ad research and I think few but the nerdiest pay attention to 1999 in favor of far earlier campaigns. At the moment we seem to be seeing a reaction to the emphasis on heritage and retros that will see us deluged with faux-tech, but the last time I can remember seeing such dedication to progression was pre-millennium, when it seemed unseemly to look back on the verge of such a spaceage sounding landmark. And here I am getting nostalgic for 13 years ago. Not only is the HR Giger-esque and brief “superclub” staple Air Tuned Max one of the last great shoes of the 20th century (I think the Jordan retro and escalating Dunk fixation, plus rap metallers in Superstars was the death knell for this kind of oddball performance product — bar a handful of highlights for the best part of a decade like the Woven, Free and Presto), but it had an ad campaign that reference sex with dolls. In fact the whole collection of ads was interesting, covering KD’s latest (with a plunger) and making light of the meat industry too when it came to the Flightposite. Check the shoe selection for spring that year in an old ‘Vibe.’ And not a reissue in sight.