NBA Auctions Custom Nike Air Max 90s for Autism Awareness
The NBA's third consecutive Autism Acceptance Month initiative has moved to the auction block. All 32 head coaches wore uniquely designed Nike Air Max 90s during April, and those customs are now available to bid on through Sotheby's, with all proceeds benefiting the To The Max Foundation.
By Jordan Ellis
The Air Max 90 has long functioned as a canvas for cultural expression—its rounded toe, visible Air unit, and uncomplicated side paneling make it a sneaker that accepts interpretation without losing legibility. This season, the NBA leveraged that flexibility for purpose.
Spearheaded by Utah Jazz assistant coach Scott Morrison and his wife Susanne, the To The Max Foundation was established after their son Max's autism diagnosis in 2022. The foundation focuses on creating meaningful experiences and community connection for autistic individuals and their families. The Air Max 90—a silhouette with deep roots in both basketball and street culture—became the vehicle for the league-wide campaign, a more thematically resonant choice than last year's Air Force 1 iteration.
Each of the 32 head coaches received a custom Air Max 90, making the collection both personally distinctive and collectively cohesive. The designs reflect individual voices while maintaining the campaign's core message. Sotheby's is hosting the auction through May 18th, offering collectors and cultural advocates the opportunity to acquire pieces that carry both sneaker heritage and charitable weight.
Supporting Community Through Sport
The To The Max Foundation's work extends beyond awareness into actionable support—living up to its name by helping the autism community access experiences that others might take for granted. One hundred percent of auction proceeds flow directly to the foundation's programming and community initiatives.
The Air Max 90 proved itself well-suited to this platform. Unlike many signature-style collaborations that prioritize novelty, these customs leverage the sneaker's established visual language. The result is a collection that respects both the silhouette's legacy and the gravity of the cause it represents.
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Release Info
Availability: Sotheby's auction (live bidding closed May 18, 2024)
Format: Custom Nike Air Max 90 (32 unique designs)
Proceeds: 100% to To The Max Foundation
Browse Collection: Sotheby's auction platform
