Abstract Episode 2 | The Art Of Sneakers

Abstract: The Art of Design is a new Netflix original series that profiles eight designers representing various different fields within the design industry. From architects like Devlin and Crawford to graphic designer Paula Scher, each episode goes into detail about 1 designers occupation and how they have contributed to the industry. 

Episode 2 - Sneaker Design

Episode 2 of the series details the life of Nike designer Tinker Hatfield. Directed by Brian Oakes, viewers are given an insight into the sneaker industry and painted a portrait of the reasons behind the designer's success. This episode explains everything that goes into making iconic sneakers and what makes consumers queue or even camp for hours on end just to cop a pair. 

Who is Tinker Hatfield?

Sneaker Designer Tinker Hatfield 

Tinker Hatfield is Nike’s Vice President for Design and Special Projects. He is considered a legend of design for his many innovative creations that span across more than three decades, and most definitely helped to shape the sneaker industry into what it is today. 

In this episode, Hatfield gave us an insight into his life and explained how he got into the industry. Starting from a humble background, he was a high school pole voter and was so good that he got offered a sport scholarship to the University of Oregon. However, due to a fatal ankle injury he had to end his career and quickly think of another plan. He decided to study architecture, and in doing this he realised his love for drawing.

Nike

Iconic Nike 'Swoosh' Logo

After finishing university, Hatfield thought to combine his love of athletics and intricacies of design. He began to think about how important sneakers are to athletes and with the right technology can not only give them the support they need, but increase their performance and ability. 

Hatfield joined Nike in 1981 working behind the scenes, but in 1985 he finally began what he set out to do and started working on shoe design. Less than two years of being a Nike shoe designer, Hatfield created the worlds first “Cross-Training” shoe. Seeing people at the gym having shoes for different sports, indoor and outdoor, Hatfield saw a gap in the market for an all purpose shoe. 

The First All Purpose Shoe: Nike 'Cross Trainer'

After this success he then went on to create the first ever air max. When in design, Hatfield almost got fired for pitching releasing the air max as the thought of exposing the air bubble on the outside of the shoe, allowing consumers to see what the materials the sneaker is made out of, was seen as a taboo. Despite the negative thoughts Nike had, the public saw this as a futuristic spin on low top sneakers and it sold out in less than an hour. 

The First Air Max 'Air Max 90'

Changing the game | Air Jordans

Air Jordans are basketball footwear and athletic clothing created by Nike for iconic basketball player Michael Jordan. The original Air ‘Air Jordan I’, designed by Peter Moore in 1984, were released to the public in 1985.  The success of this shoe spurred Nike to release a second model ‘Joran II’ in 1986. This sold well, but not as well as the first model. 

However, for the third Jordan model, Hatfield decided that he wanted to design this shoe. He had been present in meetings for the other two shoes so he knew what Jordan wanted. Since they were behind schedule, Hatfield had to work endless nights to get it right. After lots of hard work, Hatfield created one of the most iconic designs for Jordan to date, the ‘Air Jordan III’. 

Tinker Hatfield and Michael Jordan With The Jordan XI In 1995

This was one of the first mid rise sneakers on the market. They featured soft leather which made them feel broken in fresh out of the box, as well as material that made room for the feet to expand and relax when needed which was perfect for basketball players. On top of this, Hatfield created a whole line of apparel to be released alongside the sneakers. Jordan fell in love with the shoe instantly and Hatfield went on to be the lead designer for Air Jordan models 4 through to 15, the twentieth anniversary Air Jordan XX, the Air Jordan XXIII, the 2010 (XXV), the 2015 Air Jordan XX9 (XXIX).

Jordan and Hatfield Still Friends Till This Day

Overall, I really found this episode of Abstract inspiring as Hatfield was truly an advocate of no limitations. Ideas can be stretched to as far as you want them to go and the only thing standing in the way between the next big thing is yourself. Hatfield was ahead of his time and he definitely helped shape the sneaker industry into what it is today. Here is a clip of the episode and if you have Netflix, I strongly recommend watching it for some inspiration. 

Thanks for reading.