Before the release of the Air Force 1, basketball shoes were not designed for optimal support and cushioning. Players often had to resort to wearing multiple pairs of socks to soften the impact of landing on hard concrete courts. However, this all changed when Bruce Kilgore, the designer of the Air Force 1, took inspiration from the Nike hiking boot called the Approach.
The Approach hiking boot was designed with a lowered back heel to alleviate pressure on the Achilles tendons during strenuous up-and-down motions. Kilgore saw the potential of incorporating this design element into basketball shoes to provide players with better support and comfort during games.
After its release in October 1982, Nike announced that the Air Force 1 was 30% more cushioned and 20% more resilient than standard basketball shoes. Once players got their hands on them, they quickly fell in love with the shoe's comfortable and supportive design.
The Air Force 1's success was further solidified by an early '80s print ad that showcased a flying shoe with a cutaway view of the Air Sole unit. This technology was designed to help players soar and was a major selling point for the shoe.
In 1985, the Air Force 1 began to cross over into lifestyle wear as well. The shoe's popularity extended beyond the basketball court and became a fashion statement in its own right. Today, the Air Force 1 remains one of Nike's most iconic and beloved designs, with countless iterations and collaborations released over the years.
In the 1980s and 1990s, the Air Force 1 (AF1) was a staple in the world of basketball shoes. Despite the fact that the shoe barely changed throughout these decades, it managed to remain popular and relevant in the public eye. This was due to a combination of impactful marketing and a superior product. Nike's marketing strategy for the AF1 was simple but effective - they let the streets do the talking.
Nike carefully selected a handful of retailers to sell a limited supply of colorways, which sold out almost instantly. These retailers were chosen specifically for their street credibility, which helped to add to the allure of the shoes and the brand. Additionally, Nike collaborated with artists and fashion-forward thinkers to deliver new collections featuring everything from laser etching to crocodile skin finishes.
The Shoe of the Month Club was another ingenious marketing strategy employed by Nike. This program offered a high-top design for winter and a low-top design for when the weather warmed up. This kept the shoe fresh and exciting, while also catering to the needs of the consumer.
As the popularity of basketball grew and hip-hop took off in the 1980s, the two became intertwined. The AF1s quickly became a must-have for ballers and non-ballers alike. The culture of "sneakerheads" was born, with people coveting and collecting the shoes to add to their collection.
Even today, the AF1 remains one of Nike's best-selling shoes of all time. Its timeless design and superior quality have made it a classic that continues to be sought after by people of all ages and backgrounds. Nike's marketing strategy for the AF1 is a testament to the power of letting the product speak for itself, while also staying relevant and fresh with new collaborations and limited releases.
