The Viotech story first takes us back to the year 2001, in a pre ‘internet-sneakerhead’ time when dial-up was king and it wasn’t as easy as it is today to track down regional exclusive releases from abroad without travelling thousands of miles.
During this time Nike’s Japanese Division was in the process of introducing their co.jp initiative, which created colourways only available in very select locations in the country. One of these was known as the Rainbow, which launched alongside a trio pack called the ‘Ugly Ducking’ pack. The ‘Rainbow’ was the standout model of that time – a sneaker that featured a clash of colours that all bounced off of one another. The design just worked and subsequently, it’s now seen as an icon.
This season, Nike has revisited this iconic colourway and introduced it to another one of their legendary silhouettes – the Air Max 90. Using this much sought-after Japanese exclusive as inspiration, Nike has used a premium suede upper and brought to it the same bold colour-blocking theme that made that Dunk Low so popular. One of the stand out colours amongst these colour blocks was known as Viotech. This was the name Nike gave to the purple shade that was found on both the sidewall and the sole unit of the Dunk Low and features across the toe vamp on the Viotech 2.0.
With the introduction of the Air Max 90 Viotech we teamed up with our good friend and illustrator, Mark Ward (@markwardstudio).
Hailing from South London during the post internet 80’s, Marks inspiration is very clear to see. With all the Americana skateboard magazines he was reading as a child, he soon realised that the sunny Californian environment being depicted in the imagery didn’t reflect the London environment he found himself.
With this, Mark now brings that Californian sunshine to his illustrations and this was no different for his latest work with us. For this launch, Mark brought his distinct style and incorporated it to this latest member of the Viotech family.
The Nike Air Max Viotech 2.0 is now available in-store and online.
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