In Nike Air Max BW, what does 'BW' stand for?

In Nike Air Max BW, “BW” stands for “Big Window.”

The name refers to the shoe’s enlarged visible Air unit in the sole. Nike released the model in 1991 as the Air Classic BW, and it was also known as the Air Max IV. Its defining feature was a larger “window” into the cushioning system than earlier Air Max designs, making the pressurized Air bag especially prominent from the side.

“Big Window” is sometimes mistaken for a color description, especially because the BW has appeared in many black, white and brightly colored versions. The letters describe the shoe’s construction, not its palette, material or performance category. The model also belongs to the early-1990s expansion of Nike’s visible-Air lineup, alongside models such as the Air Max 180.

The BW’s design helped turn visible cushioning into a major visual identity for the Air Max family. Its large window was not merely decorative: it displayed the Air technology that Nike marketed as lightweight cushioning and helped the shoe stand apart from more conventionally padded running shoes.