Three years later, a “more air equals higher performance” attitude was taken on by the sneaker design team—once again led by Hatfield—as Nike released the innovative Air Max 90.

Nike Air Max - 1990 advertisement The updated silhouette aimed at taking the wearer up and up and away with a larger volume of encapsulated Air than its predecessors.

For runners, this meant increased comfort, but on the streets, new trends were brewing. Head-turning bold colours, including an in-your-face red (which would later become known as "infrared"), ribbed plastic panels and fluid lines drew serious attention to the sneakers.