# Rich Blue Cozy Sneakers Nike's Air Max 90s Arrive in a Hyper Royal Colorway By Amy Duong | Published 2020-01-28 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hyper-royal-colorway References: [highsnobiety](https://www.highsnobiety.com/p/nike-air-max-90-hyper-royal-release-date-price/) & [bstn](https://www.bstn.com/en/p/nike-air-max-90-cd0881-102-167491) This year, [Nike's](https://www.trendhunter.com/trends/hyper-royal-colorway-2) iconic [Air Max 90](https://www.trendhunter.com/trends/thunderstorm-colorway) turns 30, and to celebrate that milestone, Nike unveils another tonal option with the drop of the Hyper Royal colorway. The silhouette remains exactly the same and the uppers are constructed from a blend of mesh, suede, and leather materials. Specifically, it is white mesh, detailed with gray suede, and topped off with black leather materials. The spotlight is the rich blue accent to add a vibrant touch -- the blue details the EVA rubberized heel badge, the back area of the midsoles, at the interiors, and along with the lacing system. The sneaker also features the visible Air Max unit along with the soft and cozy EVA foam midsole. Branding details are seen in the form of the gray Swoosh on the side. Image Credit: BSTN ## Trend Insights (Trend Hunter) - Score: 1.1/10 - Popularity: 17% | Activity: 8% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### What Makes This Trend Stand Out - **Hyper Royal Colorway:** The use of a specific colorway to create hype and celebrate milestones can be applied in other products and industries. - **Mesh-suede-leather Blend:** Exploring the use of different materials in product design can lead to unique and visually appealing creations. - **Visible Air Max Unit:** Incorporating a prominent feature in a product's design can become a defining characteristic and a selling point for consumers. ### Sectors Adopting This - **Fashion:** The fashion industry can utilize the concept of limited-edition colorways to create hype and drive sales. - **Footwear:** The development of new materials and the integration of unique design features can make shoes more attractive to potential buyers. - **Sportswear:** Adding distinctive design elements to athletic wear can help create a stronger sense of brand identity and consumer loyalty. ## Related on Trend Hunter - [Stealthy Blue Layered Sneakers](https://www.trendhunter.com/trends/hyper-royal-colorway-2.md) - [Monochromatic Patterned Sneakers](https://www.trendhunter.com/trends/thunderstorm-colorway.md) - [Bold Tonal Golf Sneakers](https://www.trendhunter.com/trends/air-max-plus-golf.md) - [Supple Blue Lifestyle Sneakers](https://www.trendhunter.com/trends/blue-suede.md) - [Soft Brown Chunky Sneakers](https://www.trendhunter.com/trends/velvet-brown.md) - [Retail-Exclusive Stark Blue Footwear](https://www.trendhunter.com/trends/air-max-95-trainer.md) - [Monochromatic Metallic Sneakers](https://www.trendhunter.com/trends/air-max-90-usa.md) - [Retro Blue Tonal Sneakers](https://www.trendhunter.com/trends/signal-blue.md) - [Multi-Color Spring Sneakers](https://www.trendhunter.com/trends/air-max-90-1.md)