JD and Nike Honor Liverpool's Deep-Rooted Air Max 95 Culture with Exclusive 1.10 Day Celebration

JD Sports, a prominent global sports fashion retailer, has partnered with Nike, the world-renowned athletic footwear and apparel giant, for the second annual "1.10 Day." This year's commemoration is exclusively dedicated to the iconic Nike Air Max 95 silhouette and its profound cultural significance in Liverpool, UK. The city's enduring connection with the Air Max 95 stretches back several decades, originating in the 1990s when it was enthusiastically adopted by football fans as an integral part of their distinctive style. The shoe's cultural ascendancy was further cemented when its retail price reached £110 GBP, a figure that led to its widespread recognition across Northern England, where it became colloquially known as the "110." This moniker directly reflects the shoe's premium positioning and its status as a coveted item.

To honor this deep-seated relationship, JD Sports has orchestrated a compelling campaign featuring a diverse array of local Liverpool personalities. Leading this collective is Dominik Szoboszlai, the Hungarian professional footballer currently playing for Liverpool F.C., alongside Duncan Ferguson, a former Scottish international footballer and manager who had a significant tenure with rival club Everton F.C. The campaign also spotlights the creative talents of Liverpool-based rapper Kasst 8 and host Still Ryan. Further contributing to the diverse representation are Ben Harris and Mark Skully from the local collective Bennetts, dedicated collector Lola Bennett, owner of the sneaker boutique Block P, model Paris Chanel, and creator Lew Earle. These individuals are brought together in a striking family-style portrait, symbolizing the multifaceted communities united by their shared appreciation for the Air Max 95.

Complementing the campaign is a captivating short film, expertly directed by acclaimed UK filmmaker Glenn Kitson. Known for his distinctive visual style, Kitson's film delves into the narrative of the Air Max 95 being passed down through generations, acting as a cultural heirloom. The film employs Kitson's signature rapid-fire editing techniques, enhanced by evocative narration from writer and recovery worker PJ Smith. Beyond its storytelling prowess, the film provides an intimate glimpse of the highly anticipated, limited-edition Nike Air Max 95 designed specifically for Liverpool. This exclusive release marks the first time the city will receive its own bespoke iteration of the beloved Air Max 95 model. The design thoughtfully incorporates two symbolic colors deeply associated with Liverpool: "Rust Factor," a hue inspired by the city's ubiquitous red brick architecture, and "Steam," a lighter shade that subtly references the iconic Liver Bird emblem, a prominent symbol of Liverpool. This distinctive color palette is further accentuated by the word "SCOUSE" prominently displayed on the sole, a term that is intrinsically linked to Liverpool's identity and its people. The Air Max 95's journey from a mere footwear choice to a powerful cultural emblem in Liverpool underscores its profound impact on the city's fashion landscape and its collective identity, making this year's 1.10 Day celebration a fitting and meaningful tribute to the enduring bond between a legendary sneaker and a passionate city.