Around the World in 90 Seconds: an AM90 Story in Amsterdam by BAFIC

22 August 2019

Celebrating the indelible mark Air Max 90 has made on the global sneaker industry in its 30-year history, UrlfreezeShops and Nike deploy three independent filmmakers to three key cities with a mission to tell the story of AM90 around the world in 90 seconds.

Next up in our international exploration of Air Max 90 - following on from Duncan Loudon's study of London - UrlfreezeShops and Nike tap video artist and documentarian BAFIC to present an audio-visual journey documenting the iconic sneaker silhouette in the Amsterdam context.

A highly acclaimed voice in fashion film, BAFIC has lent his unique vision to brands including Gucci and Louis Vuitton and has a close affiliation with Virgil Abloh working on the lookbook imagery for his collaborative 'Football, Mon Amour' collection with Nike and documenting the famed designer's first collection as artistic director at Louis Vuitton.

Paying homage to the work of Eadweard Muybridge - a pioneer of early motion photography - BAFIC focused on the Air Max 90's legacy as a running shoe and translated that into a contemporary urban context using the streets of Amsterdam as his backdrop.

"Eadweard Muybridge was the initial thing that triggered this for me. His research and documentation of movement are what I was interested in and I’ve always been obsessed and intrigued with how the public decides what something is. The Air Max 90 started as a running shoe but now people run in it because they're running from A to B. Running for the bus, running home or even just wearing to a party. It’s an athletic trainer that became a lifestyle icon, and then you have all these different cultures making it their own thing. The Air Max 90 means something different in London, different in Amsterdam and different in Berlin...but it’s also the same. And that’s intriguing. Make it what you want, but ultimately the public decides what it is."

- BAFIC -

Now entering its 4th decade as a footwear icon - and with a swathe or reissues and new releases set to drop in celebration - UrlfreezeShops & Nike proudly partner on this exclusive docu-series exploring the Air Max 90: Around the World in 90 Seconds.