Since its debut in 1987, the Nike Air Max has earned a reputation among Australian streetwear fans as the reliable, fly, everyday sneaker. Indeed, sneakerheads worldwide hold the many Air Max silhouettes near and dear, due to its iconic status within the Nike sneaker franchise, making it one of Nike's most popular sneaker lines ever.
Nike designates March 26th as Air Max Day to celebrate the rich heritage of Air Max, and to unveil new designs or innovations focused on the shoe's 'Air' component. This year, in honour of the 10th anniversary of Air Max Day, Nike has introduced a new silhouette: the Air Max DN.
While the Air Max DN has received mixed reviews from sneaker enthusiasts, it represents a new direction for future Air Max models—maintaining the essence of Air Max while offering something different from previous releases. To kick off the DN's launch before its Australian release, JD Sports partnered with Nike and Melbourne’s Judah Tribe to give away 100 free pairs, along with an exclusive t-shirt designed by Judah Tribe, at a free event for brand fans on Saturday, March 23rd.
Details about the giveaway were sparse beforehand, which is typical of Judah Tribe drops where surprises are to be expected. For Judah Tribe, the event was an opportunity to show appreciation to local fans who have supported their growth in recent years, transitioning from a brand operating out of a bedroom in Dandenong to one that has collaborated with Central Cee, Clint Ogbenna (crtz), Unknown T, Olaolu Slawn, Slowthai and others.
The Event
With music blaring from a rooftop on a cloudy day in Melbourne’s CBD, fans streamed into a car park below. Some had been there since 9pm the night before, and as the event approached, excitement reached its peak. An hour before the official start time, the brand's owner, who goes by the phat.judah, surprised fans by appearing on the rooftop, greeting them, and causing a stir by tossing two shirts into the crowd below.
Once things officially kicked off, over the course of an hour on the rooftop, hundreds of fans passed through, each meeting the Judah Tribe team at a JD Sports-branded SUV to receive a t-shirt and the chance to chat and take photos. In the midst of this, waiters dressed in black suits and Nike balaclavas served fans egg and spam rolls by Inkrs Kitchen, and a custom JD Sports x Nike Air Max grape drink.
After receiving their t-shirts, fans were encouraged to stay for the Air Max DN sneaker giveaway, unaware that the winners had already been randomly selected. Just before 2:30, security opened garage doors to reveal a warehouse lit with pink lights, and the remaining fans poured in.
Inside, fans found ice cream, a sneaker wall displaying each Air Max DN colorway available at JD Sports, and four activations set up by JD that provided additional opportunities to win a coveted pair.
How the collaboration between Judah Tribe, JD Sports and Nike came about
Given Australia’s deep connection and history with the Air Max franchise, with silhouettes like the TN, 95, and 97 holding special places in the hearts of Australian streetwear enthusiasts, Judah Tribe's involvement in the Australian launch of the DN is as much symbolic as it is sensible.
Since its inception, Judah Tribe has prided itself on collaborating with local creatives at every stage of the creative process—from embroidery, to advertising and models, to collaborators.
Unlike many other streetwear brands, Judah Tribe is visible in the streets and actively engaged in the culture. This aligns with the brand's ethos of providing experiences, not just products.
Judah Tribe garnered international attention in January when they launched a collaboration with Central Cee’s brand synaworld. In 2022, the brand drew massive crowds in Melbourne and Sydney when hosting fan meetups and giveaways with UK brand Corteiz.
Speaking to Complex AU at the event over the weekend in Melbourne, the phat.judah emphasised the importance of holding events like this for the community.
“Growing up, we never had anything like this. You see shit going on overseas and you think ‘I wish I could be there,'" he said.
“Being in Australia—a place that doesn’t get recognized as a priority for international brands—if I can provide for people and give back, that means the world to me.
“Also, to be able to give back and shine light on the underdogs, for us, means a lot. Seeing everyone’s excitement, it's a blessing."
Judah Tribe exercises particular caution when choosing collaborators, particularly when it comes to larger brands. This makes their decision to collaborate with JD Sports and Nike particularly significant, and is the ultimate co-sign from Judah Tribe. When the brand does choose to work with larger companies, they're intent on doing things their way.
"The point of difference for me is that if I’ve been given this opportunity, how can I do it in a cool way where I can give back to the people? This is my way of saying thank you to everyone," said the phat.judah.
With an already impressive lineup, the expansion of the Air Max franchise with the DN marks a new era for Air Max and the potential for a new staple silhouette in Australia.
You can purchase yours online or in store at JD Sports, the king of trainers.
