Earlier in the year, Nike was doing a big marketing push around their latest Air Max model, the DN. There were billboards, press releases, a Supreme collaboration, and even a big graphic on the Las Vegas Sphere. Nike wanted this to be a big moment; the time when the Air Max would come back and steal the spotlight from brands like New Balance, On, and Hoka, which have taken much of the comfort sneaker market and many of the cool points too.