Air Max was conceptualized by Tinker Hatfield, who initially worked for Nike designing stores.

[1] Air technology was first used by Nike when M. Frank Rudy, an aeronautical engineer, approached them with the idea and design in 1977.

Referred to as "Air units" or "airbags," their stated purpose is to provide superior cushioning to traditional foam while also reducing weight.

The design originated from the company wanting to implement bigger air units in the sole but not being able to cover them up properly like previous models.

The effectiveness of the technology for this purpose is disputed; nevertheless, the shoes enjoy consistent popularity, especially among sneaker enthusiasts and collectors.

The Air Max 1 continues to enjoy significant popularity with sneaker enthusiasts, and Nike re-releases the model with original and new exterior designs ("colorways") on a regular basis.

The original colourway of white/black/cool grey with infrared was chosen to exaggerate the thickness of the sole air cushion.

Images of the customized sneakers have been seen around the Department of Nike Archives, and feature AIR PRES branding along with what appears to be a unique colorway.

Nike employed a new manufacturing processes to provide the larger and more exposed air unit greater protection.

[12] The product was referenced in the hip hop song "Hate It or Love It" by The Game, which was a worldwide top 10 hit in 2005.

Designed by Christian Tresser, its look was said to be inspired by high-speed Japanese bullet trains[12] and alternatively the titanium metal frames on mountain bikes.

Introduced in a metallic "Silver Bullet" colorway, it had a nearly full-length visible air unit, and the uppers featured a hidden lacing system and three lines made from Scotchlite.

[20] In March 2021, musician Lil Nas X collaborated with viral marketing company MSCHF to release "Satan Shoes", which were black Nike Air Max 97 shoes with satanic theming and created with "1 drop of human blood".

The shoes were limited to 666 pairs, and caused controversy upon release, leading to Nike issuing a lawsuit against MSCHF.

The Nike swoosh had a slightly irregular appearance as a border was added along the inner edge, as opposed to the outer surface.

It was too progressive and scared the 40-50 year old white men.” [25] Although the shoe only had modest success in North America,[26] in Europe they were massively popular—particularly in France, where the Plus grew to enjoy iconic status[27] among youth culture in Paris and Marseille, with the nickname Le Requin ("The Shark").

[31] It discarded a traditional midsole/outsole design and in place used several entirely hollow air pouches, not connected to one another and positioned in different areas in accordance with where the wearer's foot would naturally strike.