Ever wondered why Scousers say Nike 110s instead of Air Max 95s? Or why everyone in Liverpool seems to own a pair of these iconic trainers?
The city’s love affair with the Air Max 95 goes back decades, and we couldn’t resist taking a deep dive into Liverpool’s connection to the 110.
Why are Nike Air Max 95 called 110s?
Nike Air Max 95s became known as Nike 110s because they cost £110 when they launched in 1995. The name originated in Liverpool, where the trainers are especially popular, and has stuck ever since.
The price of Nike 110s is no longer £110; they cost around £175 today. This may seem like a big increase, but bear in mind that £110 in 1995 is equivalent to £233 in 2026 due to inflation.
The connection between Nike 110s and Liverpool is undeniable. Ask any Scouser about 110s and they’ll have something to say. In celebration of this legacy, Nike have teamed up with a JD exclusive special-edition 110 that’s created for Liverpool and will be dropping on 1st October 2026.
Where are Nike 110s Most Popular in the UK?
Liverpool has always been thought of as the UK city where Nike 110s are most popular, so we decided to prove it. We carried out data analysis of JD’s sales figures and search data from Google to investigate which British cities use the name ‘Nike 110s’ instead of ‘Nike Air Max 95’ most often, and where we sell the most Air Max 95s.
Which UK City Searches for Nike 110s the Most?
Google’s UK search volume data shows that there’s an estimated 127 monthly searches per 100,000 people in Liverpool for a sample of keywords containing ‘Nike 110’. Compared to other UK cities, this puts Liverpool, where the name Nike 110s originated, way ahead of other UK cities in terms of searches.
Whilst the name ‘Nike 110’ belongs to Liverpool, the phrase is being adopted by the nation. Manchester sees ‘Nike 110s’ get 86 searches per 100,000 people, while 69 people per 100,000 search for the term every month over in Birmingham.
In fact, Liverpool also has the highest proportion of Nike 110 searches compared with Nike Air Max 95 searches, with almost a quarter (22%) of all combined queries focused on the 110.
In joint-second are two more northern cities, Manchester and Leeds, with 110s making up 13% of combined searches there.
Sheffield was fourth with 12%, whereas Birmingham was placed fifth on 11%.
Which City Buys the Most Nike 110s?
At JD, we sell more Nike 110s per capita in Liverpool than any other UK city. We analysed our in-store sales data and found that an estimated 455 pairs of 110s per 100,000 people were sold in Merseyside.
Glasgow and Manchester claim second and third place on the podium, while London sits all the way down in 8th place.
So, it’s official. Our very scientific analysis proves that Liverpool loves the Air Max 95, and we really mean Nike 110s, more than anywhere else in the UK.
Where in Liverpool are 110s Most Popular?
We couldn’t leave it there. We had to find out which area in Liverpool the 110 is making the biggest moves. Taking a closer look at JD’s store sales data, we found that Aintree is where more Scousers are getting their Nike 110s than anywhere else in the city.
With 329 Air Max 95 sales per 1,000 people, it’s a title the store well and truly deserves.
Edge Lane bags itself 150 sales per 1,000 people. Speke takes third place with 118 per 1,000 people, and Bootle finishes in fourth place with 9 per 1,000.
In terms of our flagship JD stores, Liverpool is once again completely dominant for Air Max 95 sales. Liverpool ONE records almost 7x the demand compared to Manchester’s Trafford Centre store and 15x London’s Oxford Street store.
Liverpool is the Home of Nike 110
Scousers, we always knew you owned the 110s. The numbers don’t lie. You can officially claim the title as the home of Nike Air Max 95, or if you prefer, the home of Nike 110s.
DISCOVER AIR MAX 95.
Shop the full Nike Air Max 95 Range at JD.
Shop Now
