Nike is reportedly releasing the Air Max Plus “Varsity Maize/Pine Green” in Summer 2025, drawing inspiration from the Jamaican flag and Carnival spirit. The sneaker features a bright Varsity Maize mesh upper, Pine Green accents, and black TPU overlays that resemble palm trees.
The midsole includes a yellow-and-green gradient design, with visible Air units for cushioning. This colorway blends vibrant, festive colors perfect for both casual wear and events. The shoes will retail for $180 and be available at select stores and online. This bold and energetic release celebrates Jamaican culture with style, comfort, and durability.
On person on X posted questions for the company, “@Nike Jamaica’s culture is everywhere, 🧐who really profits? Films to global brands, the island’s image is constantly used, yet its ppl see little benefit. Respect the culture, invest in the source. 🇯🇲 A % of these shoe sales could help feed families on the island. #JustDoIt.”
This follows Nike’s released of a reggae-inspired version of the Air Max 270 as part of a five-part line celebrating various music genres, including reggae, electronic dance, heavy metal, punk rock, and hip hop. The reggae-themed sneakers featured earthy tones of green, tan, and white and are priced at $150.
The Bureau of Standards Jamaica (BSJ) mandates that manufacturers obtain permission before using national symbols, including the flag’s colors, for commercial purposes.
Nike has previously released footwear and apparel honoring Jamaican culture, including items celebrating athlete Elaine Thompson’s achievements. The full line also includes shoes representing other music genres, each with unique color schemes reflecting their respective cultures.
In 2021, Jamaican track and field fans called for a boycott of Nike unless they show more respect for Olympic champion Elaine Thompson-Herah who was signed to the company at the time.
Despite Thompson-Herah posting the second-fastest 100m time in history and defending her Olympic titles, Nike faced backlash for not giving her adequate recognition. Influential media personality Debbie Bissoon sparked the movement by tweeting her disappointment with Nike, stating, “I’m not buying another Nike anything until you all do right by @FastElaine.” Many fans, including dancehall artist Ce’cile, joined the boycott, criticizing Nike for promoting Sha’Carri Richardson in an ad, despite Richardson’s poor performance at the Eugene Diamond League.
Nike only congratulated Thompson-Herah on their “Nike Running” page, not their main account, fueling further frustration. Track fans, including former athlete Michael Johnson, expressed confusion over the lack of interviews with Thompson-Herah after her victory, with Johnson calling it “ridiculous.” Meanwhile, others, like businessman Wayne Chen, argued that American media and brands focus on American athletes, disregarding international talent. Fans are also calling for a new sponsor for Thompson-Herah, with some suggesting Puma.
The controversy gained traction with the hashtag #boycottnike, though Nike has not responded. Usain Bolt commented on the rivalry between Jamaica and the USA in track, noting it’s good for the sport but reaffirming his loyalty to Jamaica. Bolt also expressed pride in the Jamaican women’s dominance, despite Richardson’s absence from the Tokyo Olympics due to a suspension.
