Palace and Nike's Third Collab Celebrates the Air Max 95's 30th

The Air Max 95 has meant something specific in Britain since Sergio Lozano designed it in 1995. On the streets of London, Manchester, and Liverpool, they were never called Air Max 95s — they were 110s, named after the £110 price tag that made them something to save for, hustle for, or covet from behind glass. Thirty years on, Palace Skateboards and Nike are making their third joint move, and they picked the right shoe.

The collab drops April 10 through Palace's webstore and select stores, priced at $200 in unisex sizing. The upper runs a metallic silver-to-black spray gradient that directly references the Air Max 97 Silver Bullet, one of the most iconic Nike colorways ever produced. Contrasting netting covers the tongue, Air units underfoot come in white-colored finishes, and the Big Bubble Air Max unit anchors the midsole as the centrepiece of Nike's 30th-anniversary push.

Palace founder Lev Tanju has already been wearing the unreleased pair publicly, spotted at a recent panel talk before any official announcement. That kind of grassroots seeding is Palace's DNA: the brand has always moved through culture before it moves through marketing.

This is the third Palace x Nike release since October 2025, when the London skate brand made a clean break from its long-running Adidas partnership. The first drop was a revival of the Nike Total 90 football silhouette, with a campaign featuring Wayne Rooney. Tanju described that project as a "dream" collaboration. Moving from the Total 90 to the Air Max 95, Palace is threading a very specific needle: football culture, street culture, and the British urban experience, all pulled from Nike's archive.

The 25-piece apparel capsule includes two-piece windcheaters in three colourways, co-branded hoodies, tees, shorts, and mesh bibs. The windcheater sits comfortably on a football terrace or a London high street without pretending to be either, which is exactly the kind of dual-register dressing Palace has built its reputation on.

The campaign leans hard into the 1995 setting. London rappers Jawnino and Babydoom, alongside DJ and producer Chamber45, appear as visitors from 2026 dropped into a Zone 6 teenage bedroom thirty years prior. It's a frame that makes cultural sense: the Air Max 95 was aspirational contraband in that exact postcode at that exact moment.

Drop times on April 10 are 11:00 a.m. BST for UK online and in-store, including the special Manor Place location, noon CEST for EU online, and 11:00 a.m. EDT and 8:00 a.m. PDT across US channels with in-store availability in both New York and Los Angeles. Australia, Japan, Korea, and Hong Kong follow on April 11. Nike SNKRS Global opens the wider release on April 16 at 8:00 a.m. BST.

To mark the drop, Palace and promoter Victory Lap are running TOUR MAX 26, a pub tour headlined by Jawnino with stops in Liverpool, Manchester, and London. Three cities that have kept the 110 alive for three decades.