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The Air Max 95, colloquially known as "110," has achieved a notorious reputation in the UK. Named after its original retail price, the sneaker became emblematic of youth culture, sought after by various demographics, including those involved in low-level crime. Its neon colorway gained notoriety in urban spaces, leading to its status as the second most recorded shoe footprint at crime scenes by the UK police.
This sneaker's street credibility is essential to its marketing and perception. The collaboration between Nike and the London-based streetwear brand Cortez on an Air Max 95 showcased British culture and its love affair with football. This partnership highlighted how sneakers could serve as a medium for cultural communication and identity.