Overbranding is all too common in Nike’s case. Rarely, however, has the brand explored underbranding(?), as they prefer to celebrate and amplify their iconic logo rather than tone it down. But this is exactly what’s happening with the Air Max 97, whose Swoosh has been stripped away of its bold, more noticeable embroidery.
The palette itself, which is replete with neutrals, aids the overall simplicity. Colors effectively fade into one another, with dark and light tans dressing the leather overlays and mesh base, respectively. White, then, balances the two both above and below, playing a passive role as it outfits the lace unit, lining, and midsole. And while the Swoosh is relatively defined along the tongue and heel, it’s appearance on both the lateral and medial side draw little to no attention.
Enjoy an official look at this Air Max 97 below, and sit tight as it’s likely to appear on Nike.com within the next few months.
In other news, the Yeezy 500 Granite is releasing this May.
Nike Explores “Underbranding” With This Newest Air Max 97
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