story

"Hi, my name is Annie Morgan and I'm the Brand Manager for Concepts out of Boston."

"And I am Deon Point also from Boston and I am Head of Footwear Collaborations for Concepts. We love to branch out with the storytelling and making sure it has a universal feel. And that it can kind of…"

"…talk to, not only our consumers, but the rest of the U.S. or the global and just see their different spins on it. The inspiration again, its all these festivals. It was everything that happened, obviously there's some that were more impactful than others."

"Going through the discovery process we were like, "Wow, there's just so much that happened all in that time." So many great musicians. Crowds did just in the moment and we loved the idea of that."

"But I think the coolest thing is the guitar strap here. A lot of those musicians who had really cool guitars and the guitar straps kind of spoke to it where it was like an individuality thing. So, we wanted to add that in and Nike did a bang up job of ensuring that…"

"…it was legible in that tiny little space. A lot of the shoe with the design and the materials, its different colors, different materials, different treatments of those materials. So I think there's something for everyone here."

"The shoe to us, just speaks universal above anything else. There's subtle details that make it into a pack. Like here, we look at the mud splatter and how it evolves over time with the soles."

"And there's just little pockets, whether it be the mud splatter or just the lacing that encompasses why this is a pack. They all have their own individual meaning, but whether it be cultural, social, changes that were happening in the 60's."

"I think most importantly, in the past the Air Max that I've loved has been basic colors, obviously the OG color."

"For me, I want to take a different approach, do something just completely off the block and add colors, materials, and all this crazy stuff. We want to make sure that we're telling the story that matters from the past, but also reshaping it for the future. And I think looking all…"

"…three silhouettes. All three designs and when we look at who's buying it or who it's for, we didn't really have specific set of eyes that we wanted only this to be attracted to. When it's me as a female in the industry and also as a consumer…"

"…I’m gravitated towards it and excited for this product because it's just genuine, good product. And it's a cool story that I can align to."

"When we're looking at all of the influences of what was going on during that time, there are a ton of female trailblazers. Whether it be with civil rights movements, whether it be culturally, whether it be with music."

"I think all of those females had a presence and they were just being these free form, really artistic, creative, beautiful people at that time that had a message to tell."

"And I think this is what this shoe does or what we hope that this shoe can influence too on the kids wearing it today. And I'm Deon. And I'm Annie. And thank you for watching Behind the Design on the SNKRS app."

Behind the Design

Concepts Air Max 1