Nike and One Block Down have teamed up to celebrate the iconic 1998 Air Max Plus with the “Reverse” project, marking 26 years of this sneaker’s history and its impact on subcultures and global communities. The collaboration highlights the significance of the Air Max Plus, which has become a symbol of empowerment and belonging for new generations.

Iconicity, Subcultures, and Design

One Block Down delves into the roots of subcultural movements, showing how they have given meaning to iconic products. The project aims to demonstrate that the Air Max Plus’s value goes beyond design, tapping into its emotional impact on communities and shared experiences. The “reverse” theme guides the design, preserving the original materials while creating three new colorways based on reversed OG gradients. The One Block Down logo is embedded in the sole, creating a sneaker that is new yet true to the Air Max Plus’s legacy.

Launch and Video Campaign

The rollout began on August 31 with exclusive events in Marseille, Casablanca, and Milan, paying tribute to these cities’ influence on Air Max Plus culture. A video shot in London, Casablanca, and Milan, directed by @geekfiles, explores a parallel reality where time moves backward, critiquing society’s obsession with immediate results and celebrating those who challenge the status quo. The collection will be available starting September 27 in three colorways—“Photo Blue,” “Cold Sun,” and “Clear Fog”—on One Block Down’s website and at stores in Milan, Rome, and Paris. The “Dry Water” and “Cold Sun” colorways will be available on the SNKRS App (EU) from October 5.