heron preston debuts NIKE air max 720/95 in milan with customizing workshop

during milan design week 2019, NIKE partnered with visionary designer heron preston as part of its ongoing celebration of air innovation for a special collaboration inspired by two iconic air max designs. held at antonioli navigli, the event hosted the exclusive worldwide pre-launch of nike air max 720/95 heron preston by you, giving access to a few in advance to customize the product. with it, the giant sports brand also announced that nike by you will undergo a transformation — out with the old (the traditional NIKE iD experience) and in with the new, a refreshed builder designed to give personalization a more fluid feel.

designboom attended the special pop-up, customization experience and workshop with heron preston himself and had the chance to design a signature nike heron preston air max silhouette ignited by the brand new air max 720 and historic air max 95.

get an inside look at the customizable event held in milan
video © designboom

inspired by the concept of air everywhere and in order to make a big air statement, the nike air max 720/95 heron preston by you highlights the air-sole and features an air-wrapped upper that delivers a unique expression of style and utility. the design itself seems to convey the idea of the whole shoe being an air bubble and how can air take different shapes and forms.

‘air everywhere is about endless possibilities, pushing the boundaries and just having fun with that concept of reinventing things,’ explains preston. ‘I’m excited to see what kids create, to see their process, them sharing that process just as much as them sharing the final product, really bringing that magic to life.’

all images courtesy of NIKE unless otherwise stated

for the customizable experience, preston created a wide palette of options that enabled consumers to reimagine the eccentric design through bold pops of color, graphic treatments, brand, and for the first time ever, choosing between an air max 95 or air max 720 sole. the event kicked-off with the shoeboxes where visitors got hands on laces and materials, leading them to the digital experience that showcased a virtual version of the shoe which will be constructed and delivered. with it, they were able to push boundaries and explore different possibilities.

at the event, the shoeboxes kicked-off the customizable experience
image © designboom

for NIKE, launching this new customizable initiative with heron preston feels like a natural fit. the designer, a former NIKE employee, has used his collaborative platform as a springboard for fresh conversation about the breadth of nike design — sunglasses and a new footwear silhouette, to date. with the nike air max 720/95 heron preston by you, preston’s historic love for the air max 95 (it was the first air max he owned) matches up with an excitement for the air max 720 that is bolstered by engaging in something preston himself is personally hyped on: customization.

the warehouse resulted in the perfect space to let the creative vibes spark

‘what’s exciting for youth right now is that they can create things that we weren’t originally supposed to have. so I think that’s really exciting, also for me to be at the start of what nike by you is going to deliver and what it represents, the creative magic toolbox of putting things together. it will be great to see this rollout. I think this is a cool way for kids to show off their creations,’ heron preston says.

users were able to choose the sole, laces, swoosh and colors