Event Recap: Nike Launch Air Max 97 Ultra At NYC Rave
If the late 90s ever saw you entranced on the dancefloor of an underground rave in a strange corner of the city, then there’s a good chance you’d have been shuffling in Air Max 97s. The Swoosh were never under any illusions as to what spawned the shoe's must-have status, and so how they chose to launch the 2017 'Ultra' iteration was pretty genius. The street heritage of the Air Max 97 Ultra was the focal point at the official launch party/'rave', which went down in the safest of styles, deep in the bowels of NYC.
A select group of invitees were ushered into a gritty subterranean cavern beneath Washington Heights, dubbed Station 97, where The Boiler Room provided the night's killer soundtrack. Illumination came via hits of 3M that shone out from the archival 97s on display, dazzling the masses who moved in sync with the pounding beat. Rosy-cheeked punters cooled their domes with snow cones while hungry hordes gnashed pretzels and pizzas, all courtesy of the ever-hospitable Air Max mafia.
The party raged until the house lights came on and forced the sweat-soaked sneakerfiends out onto the streets, their appetite for bass, lasers, sneakers and shuffling sated... for now at least.
Nike’s Air Max 97 Ultra is available now from select stockists.