No update today because I’m busy selling my soul elsewhere. With ‘Air Max Day’ (possibly created by Mayor Quimby) looming, for which I supplied some writing, it had me wondering why some Air Max models have never made a comeback. The AM1 has been played out for a minute, but there’s other chapters that deserve attention — Sergio Lozano (designer of the Air Max 95) had one of his finest non-95/Air Mada moments with the Air Tuned Max in 1999. I recall going to short-lived club Home late the year that these released and the hefty queue being heavy with Tuned Max. Then, despite having some of the best ads ever, the technology seemed to vanish. Those Alpha Project designs were ahead of their time. When the excellent Air Max Deluxe appeared the following year, the sole seemed to switch back to the 97 unit, which seemed like a regressive touch, but the Air Max 2000 and Air Max 2001 (or was it the Air Max Ecstasy?) brought back the five-dotted Tuned Air. Three years of the same unit seemed questionable. Then the overlooked Air Max 2002 got all progressive and dropped tubular Air on us. The failure of that instalment meant that the 2003 reverted back to a six-year-old air unit. That always seemed like an admission of defeat to me. I’m guessing that bringing back the Tuned Max unit wouldn’t be cheap, given the weird piston-powered, multiple pressure, multiple chamber nature of that particular technology.
Shouts to Garmsville for putting me onto this documentary about Soho circa-1986 that includes Mr. Jason Jules making an appearance at the Wag Club.
One thought on “TUNED”