JD Sports, Nike and Ear to the Ground combine to launch Liverpool’s own version of the Nike Air Max 95

JD Sports is launching today October 1 Liverpool’s own version of the iconic Nike Air Max 95, celebrating the city that has made the silhouette its own.

Known locally as the ‘110’ - a name born from its original £110 price tag - the Air Max 95 has become part of Liverpool’s style, language and culture. To mark the launch, JD Sports, Nike and creative agency Ear to the Ground has created a campaign celebrating that relationship and the people who gave the 110 its meaning.

At the heart of the campaign is a hero film directed by director Glenn Kitson, featuring Liverpool FC Men’s vice-captain Dominik Szoboszlai, Everton legend Duncan Ferguson and Liverpool-based rapper Kasst 8, alongside local voices with deep connections to the Nike Air Max 95. They include Block P, the Liverpool store dedicated entirely to the silhouette, and sneaker influencer Lola Bennett, who went viral showcasing her collection of more than 50 pairs of Air Max 95s.

Ear to the Ground’s global Fan Intelligence^® Network played a central role in shaping the work. Conversations with people across Liverpool fed directly into the campaign’s language, cast, locations and creative, with fan voices gathered through the network also heard in the finished film.

“Liverpool gave the 110 its meaning and cultural value,” said Richard Adelsberg, CEO of Ear to the Ground. “Our job was to give that a bigger stage and put the spotlight back on the people who built it. That’s the power of Fan Intelligence® - it takes us inside the culture, turning the voices shaping it into the creative itself. In this campaign, those voices made it all the way to the final cut.”

Bringing together sport, music, fashion and fan culture, the campaign celebrates a relationship between Liverpool and the Air Max 95 that has been built over decades and continues with a new generation.