When it comes to sneaker collaborations, the best projects are often the ones with a story behind them. For its latest collaboration with Nike, Italian retailer and cultural platform One Block Down looks back at the relationship between Nike and Italy, bringing together footwear heritage, Italian craftsmanship and football culture through a new interpretation of the Air Max 95 LUX.
Introducing the One Block Down x Nike Air Max 95 LUX ‘Italy’, a collection that revisits the original Made-in-Italy Air Max 95 LUX from 2001 while introducing a contemporary approach to one of Nike’s most recognisable silhouettes.
Rather than simply recreating the original, One Block Down builds on its foundations, introducing a newly sculpted padded upper inspired by the flowing anatomy of the original Air Max 95.
A Tribute to Italian Craftsmanship
The story behind the collaboration goes beyond its colour palette.
Throughout the 1990s, Nike Football developed a strong relationship with Italian footwear craftsmanship, with Italy’s approach to materials, construction and attention to detail helping shape the brand’s understanding of premium footwear.
That relationship continued with the original Made-in-Italy Air Max 95 LUX in 2001. More than two decades later, One Block Down takes that legacy forward with a collection featuring premium Italian leather and carefully considered construction.
The collection arrives in four colourways: Black, Red, White and Green.
The Black edition pays tribute to the original 2001 release, while the Red, White and Green editions reinterpret the silhouette through the lens of Italian product culture.
Adding another layer of detail, the White, Red and Green editions feature digitally printed gradients developed and applied in Italy, bringing a contemporary finish to the familiar Air Max 95 design.
Nike Football Heritage Meets Contemporary Apparel
The collaboration doesn’t stop at footwear.
One Block Down has also developed a complementary Nike Football-inspired apparel collection, drawing from the visual heritage of Nike Football, including the iconic Dorito identity and Total 90.
The collection features a jersey, jacket, trousers and two skull caps, creating a unified look that connects the footwear with Nike‘s football-inspired design language.
One of the more interesting details is the reinterpretation of the Total 90 symbol into “09”, representing One Block Down‘s founding year in 2009 and its philosophy of giving everything from day one.
The Italian tricolour also makes its way into the apparel through construction details, including contrast stitching and internal tricolour tape featured on the Training T-Shirt.
Three Chapters, One Cultural Story
To bring the collaboration to life, One Block Down and Nike have developed a campaign built around three interconnected chapters: movement, craftsmanship and community.
The first chapter draws inspiration from Italy’s automotive heritage, celebrating movement, engineering and collective energy.
The second focuses on craftsmanship, highlighting the technical expertise and discipline behind the art of making.
The final chapter explores community through Global Neighborhood, reflecting One Block Down‘s belief that culture becomes stronger when it is shared.
It’s a fitting approach for a collaboration that looks beyond the sneaker itself, using Italian culture as the foundation for a wider story about design, identity and community.
Release Details
The One Block Down x Nike Air Max 95 LUX ‘Italy’ collection will begin its release on 13 November 2026 at 12 PM CET, with an exclusive launch at One Block Down.
The Black colourway will be available both in-store and online through One Block Down, alongside the Nike Football-inspired apparel collection.
Meanwhile, the Red, Green and White editions will make their worldwide exclusive debut in highly limited quantities, available exclusively in-store at One Block Down‘s Milan flagship location at Piazza Armando Diaz 2. These three colourways will not be available online.
For those unable to secure the Black edition during the exclusive launch, a wider global release is scheduled for 19 November 2026 at 9 AM CET, through Nike SNKRS and selected retail accounts worldwide.
With its combination of premium Italian materials, Nike Football heritage and a thoughtful reinterpretation of the Air Max 95 LUX, this collaboration is another example of how sneaker culture continues to bring together design, history and cultural identity.
Sometimes, it’s not about bringing back the past. It’s about giving it a new direction.
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