Correction (August 28, 2023) — The release of the Nike Air Max 1 “Familia” sneakers is part of Hispanic Heritage Month 2023, not Día de Muertos as initially reported. The clarification was recently confirmed by Sneaker News. In the past, Nike called its Dia de Muertos campaigns “Somos Familia” and “Siempre Familia.” Nike still hasn’t announced a drop date for its new sneakers, but Hispanic Heritage Month 2023 is celebrated from September 15, 2023, to October 15, 2023, so hopefully they’ll be available during that time frame.
We’re still a few months away from Dia de los Muertos, but it’s never too early to start thinking about what you plan to lay on the altar for the annual celebration. Pan dulce? Marigolds?… A new pair of kicks? The Nike Air Max 1 “Familia” is now part of the brand’s Dia de los Muertos collection.
Dia de los Muertos-inspired sneakers are nothing new in the footwear industry. Brands like Nike, Adidas, Converse, and Vans have previously done it. Last year, Nike created four different shoes for its “Somos Familia” lineup. The year before, the brand honored the holiday with their “Siempre Familia” collection.
This year, the Nike Air Max 1 “Familia” features bright pink, aqua, red, and yellow colors in its design. It’s so vibrant it almost looks like something you would add to the ofrenda next to all the other bright decorations. Even the Nike swoosh itself is pink and textured to look like a delicious concha you would pick up from a local panaderia.
In the last few years, Nike has made an effort to market its sneakers to Latine customers. Earlier this summer, the brand released its Air Max 1 “Puerto Rico” collection, which paid homage to the piragua. In 2021, the “De Lo Mio” Air Force 1s were released to honor the Dominican culture.
Nike hasn’t announced a drop date for its new sneakers, but it is probably safe to assume they’ll be available in October or November, closer to Dia de Los Muertos. The celebration takes place November 1-2.
