Liverpool's bond with the Nike Air Max 95, affectionately known as the "110" for its original £110 price point in the 1990s, is unmatched anywhere else. The trainer has become a symbol of the city's identity, worn proudly by Scousers and celebrated in viral videos where locals instantly identify it by its nickname.
Paul Owen, a senior lecturer in fashion communication at Liverpool John Moores University, traces this connection back to the casual subculture of the 1980s. He told the ECHO: "If you look back in history, and you look at the casuals, who, from the 1980s were effectively the subcultural group that embraced sportswear as a casual look, you'll see that they were sort of innovators and pioneers in bringing a bit of fashion to the city."
Owen noted that style codes from that era, such as Adidas Three Stripes, Sambas, Trimm Trab, and Forest Hills, have evolved over time.
The 110 as a symbol of Scouse identity
Sam Byrne, who runs Block P on Renshaw Street with founder Charlie McDonough, sees the 110 as an extension of that casual culture, but with a distinctly local twist. He said: "For me, the 110's are an extension of that [casuals] culture. But it's not so much about football, it's tied into the identity of the city with the working-class roots. Liverpool's a dock city, and a proud city."
Byrne added: "So I think it ties into the 110 because it's almost like a symbol of what it means to be Scouse. It's a symbol of standing out, not taking no for an answer, and not conforming to what other people think. You want to do it yourself."
Since opening in July 2022, Block P has become the go-to destination for Air Max 95s in Liverpool, with the trainers making up almost their entire product range.
Polarising yet beloved
Byrne recounted a recent encounter outside the shop: "I went outside the shop the other day, I was standing on the step, and a lady was walking past with her friend. She looked in and went, 'Ugh, those trainers are disgusting. I'd never wear them, they're horrible.' And I just looked at her and thought, 'thank God you've said that, because that is not our target audience at all.'"
He added: "That's the complete opposite demographic of somebody who gets it. So, 110s can be polarising, but that's good, because they're not meant to be for everyone. If you know, you know, if you get it, you get it, and Scousers in general, get it."
Rob May, who founded the trainer festival Laces Out in 2014, echoed this sentiment: "Liverpool has been a major, major player in sportswear for the last 40 years. I think the 110s do say something about the city and how we're not going to change how we dress or the stuff that we like just because maybe people outside of Liverpool don't like the shoe necessarily."
Functionality and design
Charlie McDonough believes the love for Air Max 95s in Liverpool stems from their technical qualities rather than just looks. He said: "They're so functional, and that's so underplayed in the whole Air Max 95 realm, people don't actually realise that function and quality-wise [they're really good]. I've got pairs that are 10 to 15 years old and I can still wear them now, and you won't get that with all shoes."
Rob May highlighted the design inspiration: "The design is based on the human anatomy. If you look at the side of the shoe, it's kind of inspired by the human ribcage. And then there's other parts of the shoe that are referencing the human anatomy. It was a running shoe originally, so it was designed to be visible if someone's running at night. The neon will shine in the streetlights or the car lights, to keep the runner safe."
The popularity of the Air Max 95 has fostered a thriving community. Sam Byrne described it as more than just a shared interest: "Our regulars come in our store, they don't even buy stuff, they're just members of our community. They'll come in and speak, and they know whatever goes on outside, as long as they're in our four walls, they can have a conversation and connect over a shared love of the Air Max 95. And that's what's special about what we do."
He added: "I think a lot of young men are lost in today's society, and I think being a part of something that's greater than them and allows them to connect with other people, other like-minded people is so important."
Rob May concluded: "Some people put antiques on their fireplace, but others probably have a vintage pair of Air Max Neon on theirs, because that's how much it means to them. People really do connect with the shoe in the city."
JD Sports is set to release an exclusive pair of Nike Air Max 95 inspired by Liverpool on October 1, available in limited quantities. For more information, visit the JD Sports website.
