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The Swoosh has rolled out another mesmerizing motion video to one of their timeless silhouettes – the Nike Air Max. In partnership with JD Sports and directed by motion graphics studio ManvsMachine, the visual showcases the new Air Max 2017 in all its glory. Negative space is at the forefront of this visual project by showcasing the ultralight support system in the Air Max through a number of visual metaphors that allude to scenarios that would happen on an everyday run.

The Swoosh argues that by going lighter, you can go longer in your travels and in your workout.

The concept of air is at the forefront of this redressed classic. The latest Air Max features 360-degrees of visible air within the midsole of the sneaker. Nike has also dropped its flywire technology in place of an engineered mesh upper, kitted with 3M accents and as well as branding on the heel and the tongue. The Swoosh argues that by going lighter, you can go longer in your travels and in your workout.

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Thus far, the 2017 nike Air Max comes in a variety of colorways – from a classic black, light bone, hyper cobalt, amd night maroon, to more customizable features with NikeiD. The kick recently dropped earlier this month and retails at $190 USD/€179.70 EUR, and can be copped at Nikes online store, or at Nike retailers. As for the graphic itself, the visual is beautiful, even for those who don’t fancy the sneakers themselves. For more information regarding the video, check out the good people over at ManvsMachine.

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