The History of the Nike Air Max BW
In 1991, Nike released the Air Max BW. Designed by Tinker Hatfield, the model was released one year after the Air Max 90 and has the same Nike Air Sole Unit. However, there was one major difference between the two models: the Air Max BW had a larger window. Hence the name "Bigger Window" or "BW".
The original AM BW was given a striking colour: ‘Persian Violet’. This blue/purple colour was contrasted with black and white. This OG colorway was re-released in 2021.
Originally designed as a running shoe, the model actually became iconic because of the huge impact of this sneaker on the music scene in the 90s. The BW did particularly well with the gabbers in Rotterdam and the surrounding area who were pounding on hardcore music. The Air Max 90 and 95 also did well among these hardcore enthusiasts, but the BW quickly became the symbol of the subculture.
The Birth of Gabber Culture
Gabber culture came into being in the 90s and was mainly big in Rotterdam. The term gabber comes from Bargoens (Dutch slang) and means friend or buddy. The gabber culture embraced everything that had to do with hardcore music, from the music to the dance style and outward appearance.
The culture formed around hardcore music, which is known for its hard and fast beats. The BPM (Beats Per Minutes) of this music style is between 180-220 BPM, but the harder the better.
A close-knit culture around hardcore music quickly developed. Despite the hard and sometimes aggressive music, the gabbers pounding away at the Energiehal events hall in Rotterdam were friendlier than one would think. The gabbers all shared the same passion and this connected them. Soon, they formed a close-knit culture that is now known as gabber culture.
A gabber can best be described as a hardcore enthusiast and has a distinctive look. The gabbers of the 90s often wore coloured tracksuits, bomber jackets, had bald heads, and wore Air Max BWs underneath. In addition to their sporty appearance, the BWs also had an important function: they had to last 8 to 10 hours during hardcore parties.
Reputation of Gabber Culture
Since the 1990s, gabber culture has grown and become more mainstream. Still, it was put in a negative light for a long time. The aggressive music, drug use and crazy dance moves gave the gabber culture a negative reputation and this also translated into the Air Max BW.
The BW was quickly seen as the gabber shoe and since the gabbers were not welcomed with open arms, neither were the BWs. Sneaker shops that normally had rows of Air Max BWs in their shop, sold less and less of them, and those who were seen with the model, were looked at with a skewed eye.
Because of this negative attention received by the gabber culture, the gabbers had to return to where it all started: the underground scene. The hardcore fans returned to the halls and kept pounding away. The gabber culture never lost its loyalty and even with the bad reputation the group got, the hardcore fans kept on 'chopping' in the underground halls.
The gabber culture is far from stagnant these days. Festivals such as Defqon1, Thunderdome and Dominator attract thousands of hardcore fans around the world every year.
The gabber culture has also left its mark on names like Patta, Raf Simons and designer Tom Nijhuis. Here, the iconic tracksuits were given a new makeover and the term 'gabber' has become a globally recognised term among clothing brands and designers.
Other cultures also began to celebrate the Air Max BW and the shoe also gained a following in the London grime scene and Lyon hip-hop community. Among others, black Nike Air Max BW were worn on the cover of Dizzee Rascal's debut album "Boy in da Corner", which further helped the popularity of the range.
The Nike Air Max BW City Pack
In 2021, Nike released the ‘City Pack’ in homage to three cities that had a big influence on the success of the BW series.
Three colorways were dropped: the green Rotterdam, cool grey Lyon, and vibrant orange Los Angeles.
Special details were given to the pack, including the name of the city written on the heel. The ‘Rotterdam’ featured ‘220 BPM’ on the tongue in a nod to gabber culture, i.e. ‘220 Beats Per Minute’.
The ‘Lyon’ was given French flag colours on the insoles, and palm trees were seen in the ‘Los Angeles’.
Nike Air Max BW: Answering Your Questions
Who designed the Nike Air Max BW?
Tinker Hatfield was the designer behind the BW. After the Air Max 90, he brought out the new model a year later with a bigger window for the Air Sole Unit.
When was the Nike Air Max BW first released?
The Air Max BW was first released in 1991, a year after the Air Max 90 hit the scene. It was dropped in the 'Persian Violet' colorway, which received a re-release in 2021 for the 30th anniversary.
What does the BW stand for in Air Max?
'BW' stands for 'Bigger Window' due to the larger window surrounding the Air unit in the Nike Air Max BW.
How does the Air Max BW fit?
The Nike Air Max BW is known to fit true to size.
How do you tie the Nike Air Max BW?
For guidance on tying your AMBW laces, check out our Ultimate Sneakerjagers Lacing Guide!
How to tell if Nike Air Max BW are fake?
You don't recognise fake Air Max BW by one fixed indicator. In fact, it is a combination of indicators that vary from pair to pair. However, you can use these indicators to virtually determine whether a pair of AMBW are genuine:
Material and colour, stitching, smell (fakes might have a strong chemical odour), weight (fakes tend to be lighter than the real thing), placement of the Swoosh, shape of the heel, discrepancies on the tongue, nose, insole and outsole, errors on the size label, incorrect product code (SKU), flimsy or faded packaging, lack of or discrepancies in accessories and, finally, judging prices and sellers.
How do you clean Nike Air Max BW?
An Air Max BW should be cleaned by hand. For the best results, remove the laces, then use a toothbrush to remove obvious dirt from the surface. Mix a mild detergent with some water and use a sponge or cloth to gently scrub harder stains. Use a damp cloth to wipe off the residue, then let them air-dry.
For a smelly sneaker, you can sprinkle baking soda inside the shoe, then leave overnight. The powder will absorb moisture and neutralise the smell. Shake out the excess before wearing again. Alternatively, you can use silica gel or activated charcoal bags for the same results.
Laces can be cleaned with a mild detergent and rinsed afterwards, or you can put white laces in a 1:5 bleach and water solution for a few minutes and then rinse thoroughly with clean water.
In addition, we do not recommend putting your shoes in the washing machine. Sneakers made of leather and suede can come out damaged. With shoes made of canvas or cotton, the risk is less, but the chance of damaged sneakers remains. So we recommend always washing your sneakers by hand. If you do put them in the washing machine, then place the shoes in an old pillowcase beforehand.
Where can I buy Nike Air Max BW?
Do you have your eye on this model? With our sneaker search engine, you can browse the Nike Air Max BW at different retailers and at different prices. Our release calendar also keeps you up to date on AMBW restocks and new releases!
Popular Nike Air Max BW Colorways
Nike have released many successful colorways on the AMBW, and these are some of the most popular and all-time favourites.
Nike Air Max BW 'Persian Violet' | DJ6124-001
30 years after the OG release, the ‘Persian Violet’ returned in 2021.
Virtually unchanged from its original appearance, the colorway features a black mesh base, double mudguard in black and white, and Persian Violet shades on the Swoosh, ankle, tongue and midsole.
Nike Air Max BW ‘Marina’ | DJ9648-400
Two shades of blue are used on the upper of the ‘Marina’, combining for a striking look on a clean white base.
The turquoise Jade Swoosh stands out on the darker blue Marina midsole, creating a stand-out design on the classic AM BW model.
Nike Air Max BW 'Cream' | DJ9648-200
The ‘Cream’ is a subtle colorway that sits well on the sporty model.
Cream and Hemp uppers are complemented with white panels, creating a streamlined and versatile look with a lot of character.
Nike Air Max BW 'Beijing' | DM6446-001
Part of Nike’s ‘City Pack’, the ‘Beijing’ has been given an aged look in black, white and brown, speaking to the city’s long history and culture.
A unique “Beijing” inscription on the heel and Chinese characters on the tongue add a special touch to the sneaker, as do the gold-coloured lace locks bearing the inscriptions ‘1991’ and ‘2021’.
Nike Air Max BW 'Sport Red' | DN4113-100
The ‘Sport Red’ is a vibrant take on the classic BW silhouette, released in 2021 as part of the model’s 30th anniversary celebration.
Following the ‘Persian Violet’ blueprint, the colorway adopts bold Sport Red accents on a mix of white mesh and leather. Black overlays add contrast, and the red Swoosh completes the look.
Nike Air Max BW ‘Coded Nature’ | DM9094-100
The calm ‘Coded Nature’ colorway comes in a fresh mix of pastels, perfect for the spring season.
A Light Stone mesh base is complemented with a pink suede toe cap, and layers of Coconut Milk suede and Jade Smoke tumbled leather wraps add to the look.
Nike Air Max BW ‘Midnight Navy’ | 819475-404
The ‘Midnight Navy’ offers a fresh take on the ‘Persian Violet’, dressing the model in a bold Marina Blue, White, and Black colour scheme.
Released in 2016, the sneaker appeals to both the nostalgic and newer fans of the BW, with a balanced look that stands out without being too loud.
Air Max Day
Air Max lovers celebrate Nike Air Max Day on 26 March every year. Nike honours the history of the model by releasing special edition sneakers, reissuing classic models, and collaborating with designers, artists and brands to create unique designs on this special day.
To read more about Nike Air Max Day, visit our dedicated page here, which covers the history of the yearly event since it started in 2014.
For more FAQs on your favourite sneaker models, visit the Sneaker FAQ page.
