[Update 16 Dec 2023] Following the announcement of an upcoming “NJWMX” remix album, NewJeans and Nike Seoul have shared a new campaign video highlighting the Air Max 90. As of now, it has yet to be confirmed whether the featured pairs are part of a collaboration or a general release. We will keep you informed here if any updates surface.

Attention, all K-Pop fans and sneakerheads! 26 March marks the annual celebration of Nike Air Max Day and while we already have a few releases marked for the month with the “Big Bubble”, a new Air Max silhouette and more, Nike Korea has cleverly cooked up a campaign to commemorate the occasion in the best way—tapping on rising global K-Pop idol group NewJeans for an exclusive campaign.

Since its debut with the Air Max 1 in 1987, the Air Max series has became an undefying streetwear staple and seen countless updates to its OG form. Curating several of the best models, Nike Korea prepares a total of nine variations for this year’s collection.

Campaign imagery takes on a futuristic set, with padded flooring and “AIR” writings printed throughout the walls. Taking the centerstage comes the idol group members, all dressed in the Swoosh label’s apparel collection and of course—the Air Max series footwear. Among the nine silhouettes featured in the collection, three takes their spot on-foot by the individual members.

With Hyein, the outdoor-inspired Air Max 90 AMD delivers a perfect amount of streetwear wildness with snakeskin and suede panel detailing while staying true to its heritage style.

Opting for a more stylish touch to comfort, Haerin and Minji are seen rocking the Air Max Bliss, a pair originally designed for performance running. Constructed in a mix of synthetic leather, knit textiles and mesh on the upper, the pair provides superior durability and breathability.

As proven by Danielle and Hanni, you can’t possibly go wrong with a classic white pair of sneakers, especially the Air Max 90 “Triple White”. Contrasting to the AMD as seen on Hyein, the white pair opts for a simple outlook with stitched overlays, classic TPU accents and iconic waffle outsole.

In conjunction with International Women’s Day on 8 March, the whole collection is presented as a women’s exclusive lineup, which perfectly explains the choice of NewJeans as representatives, as they were also appointed public relations ambassadors by the city of Seoul in February 2023.

With the group’s current impact on the music and fashion scene, it isn’t long before the pairs fly off the shelves so head over to Nike and selected retailers to cop the pair of your choice from the collection now. For more details, check out the lineup here.

In other sneaker-related news, check out the Oracle Red Bull Racing x Athletic Propulsion Labs collaboration.

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