Nike Air Max BW

In a lot of ways, the Air Max BW was the unexpected child from Nike’s Air Max Lineage. Released in 1991, the BW’s production was rushed as the brand wasn’t expecting to drop it that year. Tinker Hatfield was once again the lead designer who labelled early sketches of the Air Max BW, “Air Max 4”, as it preceded the Air Max 3 or 90.

Contrary to Nike’s marketing as well as the “Bigger Window” name itself, the BW did in fact use the same Air-Sole Unit as the AM90. While the visible window may have increased, there wasn’t actually any more Air as the brand had once stated. During its release in ‘91, the shoe would sit alongside the previously released Air Max 90 to only then be pushed to the side yet again by the flagship model for that year, the Air Max 180. Considering the BW wasn’t given its time on centre stage, it still managed to find success.

In the US, the Air Max BW was a favourite for distance runners who appreciated the increased Air cushioning, even if it was just a marketing ploy by the Swoosh. It was heavily adopted by those in the gabber music scene in Rotterdam, where trainers needed to last during the extensive 8-10 hour raves. This was highlighted by the Nike Air Max BW QS “Rotterdam” which was an ode to the scene’s early roots and how the shoe became part of the core uniform. In the UK, the silhouette was donned by Dizzie Rascal on the front cover of his 2003 album, “Boy In Da Corner”. This cemented the BW within the underground Grime scene that was bubbling away in London at the time.

Although the Air Max BW was somewhat side-lined during its initial launch, the shoe managed to find its way into the hands of people who established a status and reputation around the shoe that is still felt to this day.

The OG “Persian Violet” colourway is a classic that has seen retros in 2003, 2016 and 2021, selling out to nostalgic sneakerheads each and every time. Coveted editions include the Air Max Classic BW “Stash” from 2003 and Nike Air Classic BW “Paris Saint Germain” from 2007, both of which are not only expensive but extremely difficult to track down.

Over the 40 or so years since it debuted, the BW has seen a range of different make-ups and hybrids. The Engineered Mesh versions hit the shelves in 2013, boasting Nike’s new lightweight upper construction that made it onto the entire Air Max range for that year. In 2018, we were blessed with the Air Max 97/BW hybrid, an interesting addition that garnered a niche reception during a year that was dominated by the Air Max 97 and 98. Contrary to belief, the Air Max BW has seen a variety of remixes, yet still manages to fly under the radar for the majority of sneakerheads.