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Technology

Matt Kollat

“It’s not just about making things new, but new and better”: Inside Nike’s plan to take its most iconic innovation beyond shoes

NIke AIR Matt Kollat Milan

Nike Unlimited Air exhibition in Milan, Italy, on 9. February 2026.

For most people, Nike Air means cushioning, visible bubbles in midsoles, the Air Max lineage and decades of incremental improvements to what sits underfoot. But at Nike’s Unlimited Air exhibition in Milan, the brand made a different argument.

Unlimited Air exhibition is an immersive exploration of Nike’s relationship with its most iconic technology, tracing 50 years of development from the first encapsulated Air units to the latest performance and apparel innovations.

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