Day of the Dead-themed footwear isn’t new territory for the Swoosh, but recent history has seen it dedicate whole collections and events to the holiday. Nike launched two pairs of “Familia” sneakers in late September in celebration of Hispanic Heritage Month. The decision to produce yet another vibrantly-colored Air Max 1 with “Familia” messaging seems odd, but there’s no undermining the importance of family in Latin American culture. Hispanic Heritage Month is almost over, suggesting the newly-surfaced “Hyper Pink” style commemorates Día de Muertos, a holiday observed between November 1st and 2nd.
The sneaker’s titular tone works in-tandem with equally-vibrant “Opti Yellow,” “Green Strike,” “Blue Lightning,” and “Total Orange” to recreate the liveliness so often associated with the peoples south of the U.S. Canvas and leather panels across the Air Max‘s upper feature embroidery reminiscent of papel picado or crochet decorations prepped for remembrance altars. Two hummingbirds appear on the spine and sockliners, a likely reference to the pre-Columbian belief that the winged creature could carry messages from Mictlán (the underworld of Aztec mythology) to Earth. Shoe boxes for the Air Max 1 “Familia” are also adorned with intricate details, which animate its black and gold color scheme.