UK retailer JD Sports is launching the iconic Nike Air Max 95 'OG Neon' sneakers on March 5, 2026—following a limited reissue last year—with two exclusive tracksuits already available. The campaign stars Louis Theroux alongside UK cultural figures like Kasst 8 and The Bov Boys, celebrating the shoe's deep ties to British street culture, rave scenes, and Liverpool's '110s' nickname.
The Nike Air Max 95 'OG Neon', first released in 1995 and hailed as the model's pinnacle colorway, features a gray gradient upper with neon yellow accents. Priced at $190 USD (originally £110 in the UK, earning its '110s' moniker on Merseyside), it returns in full-family sizing after 30th anniversary celebrations in 2025 and a limited drop last year. Rooted in 1990s UK rave culture, Northern terraces, and Liverpool street style—even inspiring a dedicated store—it retains strong nostalgic appeal.
JD Sports fronts its first major 2026 campaign around the release, enlisting Louis Theroux—known for his documentary work, recent Chicken Shop Date appearances, and interviews with artists like Bob Vylan—for his cross-generational draw. He's joined by Liverpudlian artist Kasst 8 (from Toxteth, Complex's UK Acts To Watch 2026, with soundtrack track 'They’re Called 110s'), The Bov Boys (Angry Ginge, Jakey Davies, Heinz Baines), Jakey, Heinz, and Italian artist Artie 5ive.
The rollout kicked off with a social media teaser of a stockroom packed with Air Max boxes, followed by branded InPost lockers delivering duffle bags and shoes to participants. A campaign film shows Kasst 8 delivering Theroux's pair, with images of Theroux styling the sneakers and matching tracksuit. Offline activations include JD x Nike lockers at Liverpool One and Manchester Trafford.
Complementing the sneakers are two JD-exclusive Nike Air Max 95 woven tracksuits in gray (mirroring the shoe's gradient) and black, available now. The sneakers drop March 5 via JD online and select stores, Nike, and SNKRS, with queues expected.