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Hollywood’s early-’90s bid to reinvent 1980s bombshell Kathleen Turner as an action star fizzled with the release of V.I. Warshawski. In the film, she plays a tough Chicago private investigator — though the box office wasn’t exactly on her side.
While Turner spends most of the movie strutting around in high heels, the opening sequence swaps stilettos for sneakers, showing her jogging through Chicago in the third iteration of the Nike Air Max 90 — specifically the colorway commonly known as “Sunburst”. Back then it was simply the latest Air Max model; today, it’s retroactively dubbed the “Air Max 90”, a nod to its 1990 debut.
The camera lingers on those now-classic trainers in conspicuous close-ups, making the whole thing feel suspiciously like product placement. The “Sunburst” colorway hasn’t seen many reissues over the years, but when it has returned, one noticeable tweak stands out: the once-neutral white interior of the Air unit was swapped for a bold pink, matching the Swoosh and inner lining for an even louder finish.
The Air Max 90 “Sunburst” reissue which opted for a colored air cushion instead of the original white coloring
The generous screentime given to those sneakers is exactly what inspired this new series, where I spotlight classic trainers that are prominently featured in movies and TV shows. It’s always a treat to see vintage Nikes on display, because footwear rarely gets meaningful close-ups on screen. Unlike jackets, shirts, or hats — anything above the waist — shoes tend to stay out of frame unless there’s a deliberate reason to show them.
Usually, that reason is product placement or a shot that specifically calls attention to the footwear. Think of Will Smith lacing up a pair of 2004 Pumas in I, Robot, or Marty McFly’s self-lacing Nikes in Back to the Future Part II. In those moments, the camera makes sure you notice.
Given how prominently the Air Max are featured in V.I. Warshawski, it’s fair to assume this was a classic case of product placement. And yet, there’s an interesting wrinkle: the shoes look noticeably worn. That’s unusual, because brands typically want their products showcased in pristine condition. Just look at sponsored cars in film and television — they’re almost always spotless, gleaming under perfect lighting, without a single scratch in sight. The scuffed sneakers here make the placement feel slightly less polished, and perhaps a little more authentic.
