Around the World in 90 Seconds: an AM90 Story in London by Duncan Loudon

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.

First up in our international exploration of Air Max 90, UrlfreezeShops and Nike join forces with native filmmaker Duncan Loudon to present his personal study of the iconic sneaker silhouette in the London context.

Coming from a background in fine art, Duncan's experimental mixed-media approach to filmmaking has quickly caught the attention of the global creative scene. With a recent collaboration with renowned Nike-loyalist Skepta under his belt, and winning Best Urban Newcomer at the 2018 UK Music Video Awards, Duncan harnesses his unique perspective of London to create a 90 second film which honours the monumental legacy of AM90 in the British capital.

Honing in on the sneaker's roots on London's famed underground music scene, Duncan's film shines a spotlight on South London's new faces: unstoppable MC Scuti and her producer TN_490.

"I always think 'a day in the life' stories are interesting, especially with artists, as each day is typically so different. I wanted to explore that with Scuti as someone so fresh in her career. I wanted to catch the energy she and TN have together as a super young team of musicians (& literally family) and save that in a series of images. Scuti has a new sound; a mashup of energies that have been building in London. It's not grime, it's not drill, but it's got sounds of both. It's something else. She has a really exciting future ahead and I think this will be a cool thing to look back on in a few years: something timeless, like the Air Max 90."

- Duncan Loudon -

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.