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Publishing a new figure for any retailer is a risky business. The market is saturated with sneakers of all shapes and sizes, making it difficult to create a lasting impression. In early 2018, Nike put fear aside and launched its new Air Max 270. The shoe looks like sneakers from the early 90s with a pointed toe box similar to Air Max 1 with a rear inspired by the race. The success of its predecessors, the Air Max 180 and the Air Max 93, was not promised for this newcomer but nevertheless it dominated in a way comparable to the Air VaporMax.

Unlike the Air VaporMax, the Air Max 270 does not share the innovation or the elegant aesthetic that generally attracts buyers to a sneaker. Its colors are taken from the existing Swoosh palette that fans have Nike Air Max 90 Womens seen. At first glance, Nike Cortez Womens it is difficult to say why this shoe has recently become one of the most popular versions.

Why is the Air Max 270 exactly the shoe of the moment? We take a closer look at its rise to the Grail status.

The Air Max 270 is named after the 270 degrees of air seen in its Air Max unit. This Air Max unit happens to be the tallest to date offering shock absorption that supports up and down movement of the foot. Its upper is a blend of mesh and dual density foam creating a comfortable lifestyle shoe that can be worn all day. Abandoning the idea of ??merging two retro sneakers, the 270 is a whole new form, a fact of which the chief creative director Dylan Raasch is particularly proud.

To create a hype, the shoe was simply introduced with photos of its many teased colors a few days before each drop. There was Nike Air Max 1 Femme no big name celebrity behind the shoe or even an athlete to approve the form. Internet influencers are more likely to play in his campaign. Visual artist Sanam (whom you may recognize in Rihanna's video "ditch Better Have My Money") and comedian Jay Versace posed in the campaign which was presented in patchwork collages. Neither Sanam nor Jay has a traditional style and that's where the secret of Nike's genius is revealed. The Air Max 270 represents an alternative lifestyle that lies at the intersection of comfort and art. This largely appeals to the next generation who embrace the difference and demand more from brands and retailers.

Stylists and sneakerheads quickly adopted the new silhouette, pairing it with trendy items like tracksuits and bum bags to further expand its reach. Like fire, it quickly spread and became an Nike Air Vapormax Femme essential basketball.

Another factor that has contributed to the popularity of 270 is the integral marketing approach. From the start, women participated in the launch of a shoe, something rare on the sneaker market. As Nike seeks to grab the attention of women with colors and capsules exclusive to women such as the Air Jordan 1 line "Season of Her" and the collection "The 1 Reimagined", we see how the strength of woman is powerful. Usually a wide selection of shades confuses buyers and lowers interest, but the launch of the 270 has proven this point to be wrong.

The shoe was revealed in black, pink and everything else showing its looks and its overall ability to sell well. Nike has proven that innovation and inclusive imagery are the key to viral success. The Air Max 270 has become the main example of how to establish shoes Adidas Ultra Boost Femme in an overcrowded industry. Competitors should take note.