Nike has a pretty on-point design department, we think you’ll agree (even if they do spend a little too much time in the archive and not enough in the imagineering pods). But when the Swoosh really wants something unique, it taps up its trio of creative gurus – its design mavens – HTM. The shoes with that stamp are always the brand’s most innovative.
That’s because, like a Justice League who save trainers, not the world, HTM is made up of Tokyo’s design don Hiroshi Fujiwara, Tinker Hatfield, AKA the man who invented the Air Max, and Nike CEO Mark Parker (can you guess where the HTM moniker came from?). On occasion, the trio come together to make Nike designs even more covetable, and to date have given a host of silhouettes a much-needed makeover.
But while HTM trainers are stunning, they are also rare. Which is why Nike’s democratised things by tapping up the sneaker triumvirate for some of their signatures, adding them in as options to the NIKEiD trainer customiser.
So now you can take an Air Max 95, or Hatfield’s original Air Max 1, and doll them up in each of the HTM designer’s shades, materials and design hallmarks. Meaning a pair of HTM kicks is that much easier to cop.
You can design your own pair of HTM-inspired Air Max trainers now at NIKEiD. Prices start from £135.