words & image // Zack Schlemmer

Since the Nike Air Max '97 just released in its Metallic Silver colorway again, there was no better time too pull this ad out of the archives for a look at the original.  The Air Max 97 from, you guessed it, 1997 was the first Nike running shoe to utilize a full length Air Max unit from heel to toe.  Along with the bold new Air Max unit came an eye catching, and now iconic colorway.  The 'Metallic Silver' Air Max 97 is right up there with the 'Infrared' Air Max 90 and 'Neon' Air Max 95 when it comes to the quintessential colorways ot Nike running shoes.  Nicknamed the "Silver Bullet" or known to many Europeans as the "Air Max Silver", the shiny silver and reflective 3M-lined shoe is a true classic across the globe. (When I was working at Niketown in San Francisco, I would have many tourists ask for and expect the "Air Max Silver" to be in stock at all times.) 

In this original ad from the "E-mail Series", we see the Air Max 97 on a track with the e-mail address "d_obrien@trynkeepup.com", referring to Dan O'Brien, the Nike sponsored track and field star who had just won the Gold Medal for the Decathalon at the 1996 Olympics. 

Are you grabbing a pair of the recent of the Metallic Silver Air Max 97 reissue?