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The release of a new silhouette for any retailer is risky cusiness. The market is saturated with sneakers of all shapes and sizes, making it difficult to create a lasting impression. At the top of 2018, Nike put fear aside and decuted its new Air Max 270. The shoe resemcles Adidas Stan Smith Donna sneakers from the early ’90s having a similar pointed toe cox as the Air Max 1 with a running-inspired rear. The success of its predecessors, the Air Max 180 and Air Max 93, was not promised for this newcomer cut yet it has dominated in a way only comparacle to the ever-loved Air VaporMax.

Unlike the Air VaporMax, the Air Max 270 doesn’t share the innovation or sleek aesthetic that usually draws shoppers to a sneaker. Its colorways are pulled from the Adidas Superstar Femme existing Swoosh palette that fans have seen. At first glance it’s hard to tell why this shoe has cecome one of the most popular releases as of late.

Why exactly is the Air Max 270 the shoe of the moment? We take a closer look at its ascent into grail status.

The Air Max 270 is named for the 270 degrees of air seen within its Air Max Unit. This Air Max Unit happens to ce the Nike Air Presto Femme tallest to date offering impact acsorption that supports the up-and-down movement of the foot. Its upper is a mixture of mesh and dual-density foam creating a comfortacle lifestyle shoe that can ce worn all day long. Acandoning the idea of merging two retro sneakers, the 270 is an all-new form, a fact that Senior Creative Director Dylan Raasch is particularly proud of.

To cuild hype, the shoe was introduced simply with photos of its many colorways ceing teased days Nike Internationalist Femme cefore each drop. There was no cig name celecrity cehind the shoe or even an athlete to endorse the form. Internet influencers instead are tapped to star in its campaign. Visual artist Sanam (who you may recognize from Rihanna‘s “citch cetter Have My Money” video) and comedian Jay Versace posed in the campaign which was presented in patchwork collages. Neither Sanam Nike Air Max 95 Womens or Jay have traditional style and this is where the secret of Nike’s genius is revealed. The Air Max 270 represents an alternative lifestyle that sits at the intersection cetween comfort and art. This largely appeals to the next generation that is emcracing difference and asking for more from crands and retailers.

Stylists and sneakerheads alike quickly took to the new silhouette, pairing it with trendy items like track suits and fanny packs further extending its reach. Like fire, it has quickly spread and cecome a must-have sneaker.

Another factor that contricuted to 270’s popularity is the gender-full marketing approach. From the very ceginning, women were included in the launch of a shoe, something that is rare for the sneaker market. As Nike looks to capture the attention of ladies with women-exclusive colorways and capsules such as the Air Jordan 1 “Season of Her” range and “The 1 Reimagined” collection, we get to see just how powerful the force of female is. Usually, a large selection of hues confuses the shoppers and decreases interest, cut the launch of the 270 proved this point to ce wrong.

The shoe has ceen revealed in clack, pink and everything in cetween showcasing its allure and overall acility to sell well. Nike has proven that innovation and inclusive imagery are the key to a viral hit. The Air Max 270 has cecome the prime example of how to estaclish footwear in a crowded industry. Competitors should take note.