# Highly Imaginative Sneaker Concepts London-Based Rosie Lee Develops a Number of Air Max Visions By Kalin Ned | Published 2019-02-15 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/sneaker-concept References: [behance.net](https://www.behance.net/gallery/72166173/Air-Max-Concepts) & [rosielee](https://rosielee.co.uk/) UK creative agency Rosie Lee shares a collection of otherworldly and highly imaginative sneaker concepts of Nike's Air Max silhouettes on Behance. Sneaker culture has seen a surge in popularity and has grown the be a dominant and well-defined community within the contemporary narrative of North America and beyond. Nike's Air Max model has proven itself to be a strong presence in the streetwear context and Rosie Lee recognizes this through its sneaker concepts. Through the insanely creative project, the creative studio realizes a number of renditions of the Nike footwear staple. This includes a stacked speaker version of the [Air Max 90](https://www.trendhunter.com/trends/mad-pack), a design of the [Air Max 95](https://www.trendhunter.com/trends/lorenzog-1) that was informed by human anatomy, as well as a Center Pompidou-inspired [Air Max 1](https://www.trendhunter.com/trends/nike-air-max-1000). ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 94% | Activity: 92% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Key Themes Behind This Trend - **Revamped Sneaker Design:** There is an opportunity for footwear companies to leverage creative agency expertise in order to produce new and inventive sneaker designs that appeal to a growing streetwear audience. - **Interdisciplinary Streetwear Design:** Sneaker companies can partner with other industries such as art and architecture to produce one-of-a-kind hybrid designs that appeal to the current consumer base. - **Sneaker Community Engagement:** Footwear companies can leverage the strong and engaged community of sneaker enthusiasts to create more bespoke and limited edition products that drive brand loyalty. ### Where This Applies - **Footwear:** Footwear companies can leverage the technology and design background of creative agencies like Rosie Lee to support product innovation and development. - **Fashion:** Collaborations between fashion brands and sneaker companies can offer opportunities to innovate and create hybrid designs with cross-demographic appeal. - **Arts and Culture:** Sneaker companies can collaborate with museums and cultural institutions to create custom hybrid designs that pay tribute to influential figures, movements or architectural masterpieces. ## Related on Trend Hunter - [Retro-Inspired Sneaker Hybrids](https://www.trendhunter.com/trends/hybrid-air-max.md) - [AI-Backed Sneaker Design Platforms](https://www.trendhunter.com/trends/airimagination.md) - [Makeup Artist-Crafted Sneakers](https://www.trendhunter.com/trends/air-max-dn-silhouette.md) - [Sneaker-Inspired Chair Concepts](https://www.trendhunter.com/trends/markvonrama.md) - [Bold Sneaker Design Concepts](https://www.trendhunter.com/trends/nothing-cmf.md) - [Kiss-Covered Collaboration Sneakers](https://www.trendhunter.com/trends/vaquera-x-nike-air-max-dn8.md) - [Futuristic Layered Sneaker Models](https://www.trendhunter.com/trends/air-max-portal.md) - [Futuristic Sneaker Releases](https://www.trendhunter.com/trends/the-air-max-dn8.md) - [Bulbous Dynamic Knitted Sneakers](https://www.trendhunter.com/trends/air-max-flyknit-venture.md)