The Nike Air Max 95, known in Liverpool as the 110s, is now the focus of a limited-edition release created exclusively for JD Sports. The “Liverpool” Air Max 95 launched as part of the retailer’s second annual 1.10 Day on Thursday, October 1.
The name 110s dates back to the trainer’s original £110 price tag in the 1990s. Over time, it has become embedded in Liverpool’s streets, culture and identity. While the Air Max 95 is recognised globally, the 110s hold a unique connection to the city.
Design inspired by Liverpool
The new release features the Rust Factor and Steam colourway, drawing inspiration from Liverpool itself. The red tones reflect the brick dock buildings that shaped the city’s waterfront, while the lighter Steam shade takes cues from the Liver Bird.
Smaller details carry further Liverpool references. The sock liner includes a map of the docklands and River Mersey, and “SCOUSE” appears across the outsole. That detail references a well-known unreleased Air Max 95 sample featuring the same word. The tongue combines the Air Max logo with Liverpool in a split graphic, while “0151” is embroidered inside as a nod to the city’s telephone area code.
Fans queue for days
Dedicated fans queued in Liverpool ONE for days to secure the limited-edition item. Dean, who spent two days waiting, told the ECHO: “It feels absolutely amazing lad. They are one of the best trainees to come out this year. The gradient is absolutely amazing - you've got brick work on one side and the Liver building colour on the other.”
Behind Dean was 18-year-old Evan Keeble, from the L25 area, who arrived on Tuesday evening at 5pm wearing a pair of 110s slippers. He said: “I've been here since Tuesday, 5pm. I got wet last night but I chilled through it. I've not slept in two days but it was well worth it. They are going to be put straight on my feet after this interview. There's no other city out there like Liverpool which does things like this.”
Community and dedication
The pull of the Liverpool 110 stretches beyond Merseyside. Scotsman Barry Harkness made the four-hour journey from Prestwick to join the queue. He said: “I’m a 110 man. That’s where it is. I drove down in the car and been in here since 4am this morning. I’m the odd one out but I’ve got LFC tattoos. It’s 100% worth the wait, I’m so happy.”
Daniel Ciruaj, 32, said: “I've been here since five o'clock yesterday. I’m absolutely knackered, but it's been worth the wait. Can’t wait to get back home, get to bed and then get these on my feet later. It’s a special drop - with it being a shoe to represent Liverpool as a city, it has brought a community together. It’s been great waiting with everyone, and hopefully everyone gets a pair. The neon 110s will always have a special place in my heart. They are the greatest of all time but these are boss. I’m made up with them me.”
Helen Davis, 75, from Mossley Hill, arrived after receiving a late-night text from her son in Leeds, who had sent her on a mission to secure a pair. She said: “Thankfully, I didn’t have to wait too long. My son sent me on a special mission to get them. He loves trainers, he’s obsessed with them. Goodness knows how many he has. He will be very happy.”
