JD Sports and Nike have brought together footballers, artists, collectors and creators from across Liverpool to celebrate the city’s connection to the iconic Nike Air Max 95 – known locally as the ‘110’.
Liverpool has long had a special relationship with the Air Max 95, and JD Sports and Nike are celebrating that connection with the return of 1.10 Day on 1 October 2026.
For the second annual 1.10 Day, the brands have teamed up with a collection of Liverpool voices from different generations and communities, highlighting how the iconic trainer has become woven into the city’s football, music, fashion and street culture.
The campaign features Liverpool footballer Dominik Szoboszlai, Toxteth artist Kasst 8, digital creator Still Ryan and Everton legend Duncan Ferguson, alongside collectors, creatives and members of Liverpool’s wider sneaker community.
A New Generation Takes on the 110!
The campaign centres around a new 90-second film directed by Glenn Kitson, bringing together generations of people who have helped shape Liverpool’s relationship with the Air Max 95.
Narrated by Liverpool writer and recovery worker PJ Smith, the film explores the idea that “the baton just gets passed” as different generations discover the 110 and make the silhouette their own.
From those who remember the Air Max 95 arriving on Merseyside during the 1990s to today’s artists, footballers, creators and collectors, the campaign looks at how the trainer has developed into something much bigger than footwear.
Liverpool’s relationship with the 110 stretches across football, music, fashion and street culture, with each member of the campaign bringing their own story to the iconic silhouette.
Kasst 8 represents a younger generation of Liverpool artists, while Still Ryan brings his perspective on the city’s communities and street culture. Duncan Ferguson provides a connection to the generation that helped establish the 110’s status on Merseyside, with Szoboszlai representing a new chapter of Liverpool football culture.
What Is 1.10 Day?
Held every 1 October, 1.10 Day celebrates the Nike Air Max 95 and the communities that have adopted the sneaker.
The date itself references the trainer’s famous Liverpool nickname – the ‘110’ – with JD Sports and Nike using the annual celebration to spotlight the people and cities that have developed their own relationships with the silhouette.
In Liverpool, that relationship is particularly deep-rooted.
The campaign brings together people from across the city’s sneaker community, showing how the 110 has moved between generations while remaining an important part of local identity.
A JD-Exclusive Air Max 95 Made for Liverpool!
At the centre of the campaign is a brand-new JD-exclusive Nike Air Max 95, created specifically with Liverpool in mind.
The limited-edition sneaker takes inspiration from the city’s architecture and landmarks while incorporating details connected to the culture surrounding the 110.
Its Rust Factor and Steam colourway draws from Liverpool’s distinctive red-brick architecture and the weathered copper-green appearance of the Liver Birds, which have stood atop the Royal Liver Building since 1911.
Reflective details and dockside-inspired tones add further references to Liverpool’s industrial and maritime history.
The design also features several details created specifically for the city, including a ‘SCOUSE’ graphic on the outsole, Liverpool and Air Max embroidery on the tongue, and a hidden ‘0151’ detail inside the tongue.
The entire campaign cast wears the new Air Max 95 throughout the film.
Meet Liverpool’s 110 Community!
Alongside Szoboszlai, Ferguson, Kasst 8 and Still Ryan, the campaign features a wider group of Liverpool creators and collectors.
This includes Ben Harris and Mark Skully from Bennetts, creator and dedicated 110 collector Lola Bennett (@YaBirdWears110s), and Block P, the founders of the world’s only store dedicated specifically to the 110.
Also joining the campaign are Paris Chanel, a Scouse sportswear model and sneaker enthusiast, and Lew Earle (@SneakerPlanters), whose passion for sneakers has inspired a collection of 3D-printed miniature sneakers, planters and collectibles.
Together, the group showcases the different ways the Air Max 95 continues to appear across Liverpool culture.
Liverpool Has the UK’s Highest Air Max 95 Sales Rate!
The city’s enthusiasm for the silhouette is also reflected in JD Sports’ own sales data.
According to JD, Liverpool has the highest Air Max 95 sales rate in the UK, with an estimated 455 pairs sold per 100,000 people.
The wider Merseyside area also features prominently, with Aintree recording the highest per-capita sales rate outside Liverpool city centre, highlighting how widespread the sneaker’s popularity is across the region.
“Everybody Has a Version”
The campaign ultimately focuses on the personal relationship people develop with the 110 – whether that means remembering their first pair, holding onto a favourite or discovering the silhouette for the first time.
As PJ Smith says in the film:
“Everybody has a version – a first pair, a favourite pair and now, we’ve got our own pair.”
With 1.10 Day returning on 1 October, JD Sports and Nike are using the occasion to celebrate the people who have helped make the Air Max 95 such a recognisable part of Liverpool’s cultural landscape.
For more information and to explore the latest releases, visit JD Sports and follow @jdsports on Instagram.
