Nike Brings “Hyper Pink” To A Second Air Max 1 “Familia” In Time For Día De Muertos_Fashion at Your Feet

Nike, Inc. has paid closer attention to the Spanish-speaking world over the last few years than ever before. As the Oregon-based conglomerate continues to focus on Latin American consumers, it’s releasing a healthy string of products that speak directly to them. Case in point?: Another Nike Air Max 1 “Familia” seemingly prepped for Día de Muertos.

Day of the Dead-themed footwear isn’t new territory for the Swoosh, but recent history has seen it dedicate whole collections and events to the holiday. Nike launched two pairs of “Familia” sneakers in late September in celebration of Hispanic Heritage Month. The decision to produce yet another vibrantly-colored Air Max 1 with “Familia” messaging seems odd, but there’s no undermining the importance of family in Latin American culture. Hispanic Heritage Month is almost over, suggesting the newly-surfaced “Hyper Pink” style commemorates Día de Muertos, a holiday observed between November 1st and 2nd.

The sneaker’s titular tone works in-tandem with equally-vibrant “Opti Yellow,” “Green Strike,” “Blue Lightning,” and “Total Orange” to recreate the liveliness so often associated with the peoples south of the U.S. Canvas and leather panels across the Air Max‘s upper feature embroidery reminiscent of papel picado or crochet decorations prepped for remembrance altars. Two hummingbirds appear on the spine and sockliners, a likely reference to the pre-Columbian belief that the winged creature could carry messages from Mictlán (the underworld of Aztec mythology) to Earth. Shoe boxes for the Air Max 1 “Familia” are also adorned with intricate details, which animate its black and gold color scheme.

Enjoy official photos of the pair ahead, as you wait for firm Nike SNKRS launch details. The shoe is priced at $140 USD.

For more sneaker news, check out the Air Jordan 11 “Gratitude” set to release for the whole family in early December.