110% Scouse: How the Nike Air Max 95 Became a Northern Icon

Stomping onto the scene in the mid-90s, the is a defining example of a revolutionary design reshaping culture – and nowhere moreso than in Liverpool, where the silhouette found a second home on the feet of terrace-heads and trendsetters alike.

Created by Sergio Lozano, who had been working in the ACG (All Conditions Gear) division at Nike at the time, the anatomy-inspired model drew from elements of the human form for a look that was as bold as it was unconventional. With a rib-cage-style lacing system and leather panels that mimicked muscle fibres, the model’s unique design raised eyebrows at first (as did all the best Nike designs). Minimal branding and the visible full-length Air bubble were firsts for the Beaverton brand, and while not everyone was convinced, Lozano’s vision held strong. The chunky kick soon earned its place as a cultural icon, complete with a Swoosh logo on the heel for good measure.

From Price Tag to Power Symbol

Globally embraced, the AM95 first made its mark popping up in Stateside tracks like 'Hate It or Love It' by 50 Cent and The Game. But in Liverpool and beyond, against the backdrop of a post-Britpop era, the Air Max 95 took on a new identity.

Dubbed the ‘110’ by Scousers – a nod to its original £110 price tag – the silhouette became a symbol of status and style just as the UK was experiencing a cultural shift. By this point, terracewear was already well-established in the city, but fans up and down the country began to reject the 'match-day' uniforms in favour of something far more individual and street-centric.

Supporters of Liverpool FC, Everton and other English clubs had long embraced kicks, tracksuits and branded apparel as a uniform that represented pride in their team, and more broadly, their streets.

‘Whilst Scousers were an integral part of terrace culture, it’s somewhat of a myth that only Liverpool fans travelled to Europe… but there’s no denying they brought something different back with them,’ explains writer and commentator Neil Summers. ‘In truth, the entire country started enjoying package tours to Southern Europe and even Florida around this time,’ he adds. ‘Though again, due to budgetary restraints, Northerners were far more likely to be seen wearing designer sportswear rather than actual designer items, thus creating a look that would – in time – be copied.’

Scally Certified

The Air Max 95’s introduction also coincided with a rising trend in Liverpool’s self-expressionist scene. While football had always been the dominant force on ‘fits, casualwear began to shift away from a solely sporting association towards an integral part of everyday life. ‘Even today, Liverpool is the most tribal city in the UK, and as a result there are strict rules about what is and isn’t acceptable to wear,’ says Neil. ‘White socks, for example, are a real “no” and enough to have your pink bins taken off you for displaying distinct “Wool” behaviour.

‘Historically, with being a large port, influences from around the world have landed at Liverpool’s docks and made Liverpudlians born feeling they’re natural gatekeepers to all the cool stuff from abroad way before anyone else has ever heard of it,' he says.

From a design perspective, the UK was all in. The AM95’s visible Air bubble running the full length of the shoe and the initial bold colourways made it an anti-establishment symbol: a perfect fit for the working-class culture of the terraces, where standing out was key.

‘The bold colourways definitely played a part – there’s a version for everyone,’ say 90s streetwear specialists Sam and Red, the duo behind online platform BaggysTV. ‘When they first dropped, the Air units were revolutionary. No other brand was doing anything like it.’

Whether it was greyscale, neon, or a colab with Cortiez, the attitude hasn’t changed over the last 30 years. ‘The 110 represented a cultural shift, especially in Liverpool, where a lot of sneakerheads jumped ship from adidas and fell in love with Nike thanks to this exciting new silhouette that didn’t look like anything else that had come before,’ affirms Neil. ‘I don’t think the OG “Neon” colourway has ever been bettered in terms of authenticity or rep. They’re the king, and any other hue is situated further down the majestic line.’

Lanes, Laces, Liver Birds

While die-hard terrace-heads stayed loyal to their Sambas or Gazelles, others couldn’t resist the pull of those electric volt accents and infamous bubbles.

‘I’ll always remember the Brazilian team at the 2002 World Cup wearing the 110s,’ say Sam and Red. ‘That moment with the iconic Ronaldo haircut, the green training kits, and those classic neon 95s… That might honestly be one of the best marketing campaigns of all time.’

For others like Neil, the 110 represents a different cultural connection. ‘I don’t regard the 110 as a “hooligan shoe,”’ he says. ‘It’s much more of a scally thing, to me – a trainer more likely to be seen pedalling the wheels of a mountain bike around an inner-city shopping centre, than getting legged down Scotty Road.’

Indeed, what set the 110 apart was its presence beyond the stadium. While deeply rooted in terrace culture, it quickly became a fixture of everyday life – seen on spokes during late-night ride-outs, on pavements outside chippies, and across high streets from north to south. The appeal clearly extended far beyond football allegiances.

Worn, collected and spoken about with the same energy as a favourite football shirt, the 95s have long been a mainstay within BaggysTV's coverage.

‘The first ever pair of Nikes I bought with my own money was a pair of Air Max 95 Jacquards from a local outlet,’ says Red. ‘They’re not the nicest 95s ever made, but they were special to me. It was the first time I saved up all my money from part-time jobs at 16 just to buy a pair of kicks.'

Laced in Legacy

The love didn’t fade with time, either. ‘I managed to get my hands on two pairs of the Neon 2020s,’ says Red. ‘One I wore into the ground, the other stayed box-fresh. When the first pair got too battered to wear, pulling out that second pair felt like Christmas.’

It’s a story of constant rotation – of pairs that got bought, beat, and replaced over and over again. ‘Even if I had a similar pair already, the smallest change – like a different lace loop or a shade tweak – made them feel fresh again,’ Red adds. ‘I guess I’m a bit of a hoarder like that.’

This obsession has seen the duo’s online platform reach new heights, filled with styling videos, ‘fit breakdowns, and tips on how to keep the denim looking perfectly stacked. ‘I’ve done skits on them, unboxings, collection videos – the lot,' says Red, while Sam adds: ‘It might just be luck, but whenever I post content about 110s, it always does the best numbers. And that’s wild, considering most of our audience isn’t even based in the North.’

For Red, it’s the enduring versatility that’s especially impressive. ‘I love 110s because everyone styles them differently and they always look good,’ he says. ‘You’ve got people rocking tracksuits, girls wearing skirts with them, others in baggy or skinny jeans – it doesn’t matter. They’re so versatile and can be styled to suit anyone’s vibe. That’s why they’re more than just a shoe to me.’

Outside of social media, the impact of the beloved silhouette shows no signs of waning. While debates continue about where its roots run deepest, the streets offer a clearer answer. In London, the 110 may be one of many kicks in rotation. But in Liverpool, it’s something closer to a uniform – a constant, a classic, and a model that’s been passed down and proudly worn for generation after generation. Whatever the postcode, the 110’s legacy is still being written – but on Merseyside, it’s already carved in stone.