JD Nike Air Max 95 Liverpool 1.10 Day

JD and Nike have released a Liverpool-exclusive Air Max 95 as part of the second annual 1.10 Day celebration. The limited-edition Nike Air Max 95 Liverpool in 'Rust Factor/Steam' is now available to shop exclusively on JD’s website and in stores while stock lasts.

This JD-exclusive sneaker was created specifically for Liverpool. JD Sports and Nike celebrated the city’s connection to the Nike Air Max 95 with the second annual 1.10 Day, which took place on 1 October 2026. It is the first time Liverpool gets its own Air Max 95.

Design and symbolism

The shoe’s design draws from Liverpool’s architecture, maritime history, and local identity through specific colourways and hidden details. The Rust Factor and Steam colourway draws from Liverpool’s red-brick architecture and the weathered copper-green appearance of the Liver Birds. Those iconic birds have stood atop the Royal Liver Building since 1911.

Finer details include a brick-like pattern and a reflective base along the foxing. The sneaker includes reflective details and dockside-inspired tones referencing Liverpool’s industrial and maritime history. The sock liner is inscribed with a map of the city’s docklands.

Branding is deeply local. The color palette highlights 'SCOUSE' on the sole and features a split 'Liverpool' logo on the tongue. The sneaker features Liverpool and Air Max embroidery on the tongue and a hidden '0151' detail inside it. The city’s telephone area code '0151' is also embroidered on the reverse of the shoe.

Campaign and community

The campaign features a film and a diverse cast of local figures, highlighting the Air Max 95’s generational and cultural significance in Liverpool. JD enlisted a lineup of local trailblazers for the 1.10 Day campaign. The collective appears in a family-style portrait spotlighting diverse communities connected by the Air Max 95.

The campaign featured Liverpool footballer Dominik Szoboszlai and former Everton player Duncan Ferguson. The wider cast includes Ben Harris and Mark Skully from Bennetts, rapper Kasst 8, host Still Ryan, collector Lola Bennett, sneaker boutique owner Block P, creator Lew Earle, and Scouse sportswear model Paris Chanel.

The campaign centred around a new 90-second film directed by UK filmmaker Glenn Kitson. The entire campaign cast wears the new Air Max 95 throughout the film. It was narrated by Liverpool writer and recovery worker PJ Smith. The film explores the idea that 'the baton just gets passed'. Glenn Kitson said: "It explores how the silhouette is passed down through generations as a cultural baton."

The campaign highlights the Air Max 95’s presence in football, music, fashion, and street culture in Liverpool. 1.10 Day celebrates the Air Max 95 silhouette. The date 1.10 references the trainer’s nickname '110'.

Cultural impact

The Air Max 95, known locally as the '110', has deep roots in Liverpool’s football, fashion, and street culture, with the city leading UK sales. Liverpool’s connection with the Air Max 95 goes back decades. The city’s obsession with the shoe began in the ‘90s when football fans adopted it as part of their uniforms.

In the North of England, the shoe became widely known as the '110'. The retail price rose to £110 GBP, which contributed to its growth as a cultural icon. Liverpool has the highest Air Max 95 sales rate in the UK. The city has an estimated 455 pairs sold per 100,000 people. Aintree recorded the highest per-capita sales rate outside Liverpool city centre in the wider Merseyside area.

A successful in-store community event occurred during the inaugural 1.10 Day. 1.10 Day is held annually on 1 October.

The Nike Air Max 95 Liverpool in 'Rust Factor/Steam' is now available to shop exclusively on JD’s website and in stores while stock lasts.