The new design celebrates Liverpool's culture and heritage on 1.10 Day
Category: Arts & Culture
JD Sports is gearing up to celebrate the second annual 1.10 Day with the release of a special Nike Air Max 95 edition that pays homage to Liverpool. Scheduled for launch on October 1, 2026, this ‘Liverpool’ edition shoe incorporates elements inspired by the city’s architecture, waterfront, and cultural essence, seamlessly melding local identity into its design.
1.10 Day, initiated last year, serves as an annual tribute to the Air Max 95, emphasizing its significance in Liverpool’s fashion scene. The silhouette is affectionately referred to as the ‘110’, a nod to its original price tag of £110, which has become iconic within the city. Over the years, the Air Max 95 has solidified its status as a staple in Liverpool’s street style culture, deeply ingrained in the identity of the city.
Following a successful in-store community event during last year’s inaugural 1.10 Day, JD Sports aims to heighten this year’s celebration by introducing a shoe that captures the spirit of Liverpool and its longstanding relationship with the 110. The new Liverpool edition showcases a distinctive color palette featuring ‘Rust Factor’ and ‘Steam’. The ‘Rust Factor’ color draws inspiration from the iconic red-brick facades that characterize Liverpool’s historic docklands, whereas ‘Steam’ pays homage to the Liver Bird, a cherished symbol of the city.
Intricate details in the shoe's design serve to underline its local influence. A reflective lower panel adorned with a brick-inspired graphic adds texture, and inside, the sock liner showcases a map of Liverpool’s docklands and the River Mersey, intertwining the shoe’s design with its geographical roots. The tongue logo artfully merges the classic Air Max structure with the Liverpool name, and the city’s telephone area code ‘0151’ is embroidered on the reverse. In a unique touch, the outsole of the Air Max 95 features the word ‘SCOUSE’, referencing a sought-after unreleased sample of the Air Max 95 that previously showcased this detail.
As the release date approaches, sneaker enthusiasts are encouraged to stay updated via jdsports.co.uk and JD Sports' social media channels for additional release information. Limited quantities of the Air Max 95 ‘Liverpool’ edition will be available on October 1, 2026, making it a highly anticipated drop for fans of the brand and the city alike.
The Nike Air Max 95 has become more than just a shoe in Liverpool; it symbolizes the city’s rich culture and identity. In recent years, the trainers have been embraced by celebrities such as Kim Kardashian and Louis Theroux, but their connection to Liverpool is unparalleled. In viral videos, when asked about the type of trainers they are holding, people in other cities often respond with ‘Nike Air Max 95’. In Liverpool, the answer is almost always ‘A 110’, a reference to the original price point of £110 set in the 1990s.
Paul Owen, a senior lecturer in fashion communication at Liverpool John Moores University, notes the historical roots of this affection, linking it to the casuals subculture from the 1980s that embraced sportswear as casual fashion. He states, “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.”
Sam Byrne, who runs Block P on Renshaw Street, emphasizes that the 110s are an extension of the casual culture but are more closely tied to Liverpool's working-class identity than to football. He explains, “For me, the 110's are an extension of that 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.” This sentiment resonates throughout the community, as many view the Air Max 95 as a symbol of standing out and non-conformity.
As the launch of the Air Max 95 Liverpool edition approaches, excitement is building within the city and beyond. The limited availability of this special edition shoe means that sneaker enthusiasts will likely queue up for the chance to own a piece of Liverpool's culture. Following the success of last year’s community event, JD Sports is expected to host additional activities to engage fans and celebrate the Air Max 95’s legacy.
The launch on October 1, 2026, will mark the celebration of the shoe and the cultural significance it carries for the people of Liverpool. As Rob May, founder of the popular trainer festival Laces Out, points out, “Liverpool has been a major, major player in sportswear for the last 40 years.” The upcoming release is a reminder of the city’s influence in shaping sportswear trends and its unwavering pride in local identity.
In anticipation of the official launch, sneaker fans are encouraged to connect through community platforms and social media to share their excitement and experiences related to the Air Max 95. With the design intricately linked to Liverpool’s heritage, this release is set to be a momentous occasion for both the brand and the city.