A fully customizable Nike Air Max, with some help by Heron Preston

With Nike Air Max 720/95 Heron Preston By You, the American company totally redesigned its customization experience.

Two Air Max models, more than revisited: completely deconstructed to their basics. The American designer Heron Preston has curated a vast array of options from colour palettes to graphical elements, all inspired by the recent Nike Air Max 720 and the classic Air Max 95 (the first Nike that Heron Preston owned). Combining these elements with the new Nike by You app, users can build up their own version of an Air Max shoe, choosing between two different, exaggerated soles. The software is a refreshed version of the company's engine to customize shoes, more fluid and powerful.

“NikeiD was a first-of-its-kind experience from a brand that allowed consumers to take their product and make it their own. Early on, I was able to put my own spin on an iconic classic, the AF1. Today, the capabilities are being pushed so far”, says Preston, who has worked for Nike in the past and more recently designed a streetwear collection for the 60th anniversary of Nasa and collaborated with Kanye West on the Yeezy and Life of Pablo collections.

Air Max 720/95 Heron Preston By You

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