NO GOING BACK
As more savvy consumers begin to question the value of collaboration within the sneaker space, brands of all sizes continue partnering with both sensical and non-sensical institutions. Their reasoning varies, but what’s certain is that joint-efforts aren’t going anywhere anytime soon.
Travis Scott, NIKE, Inc. and Hiroshi Fujiwara sent social media into a frenzy when they (unofficially) confirmed their Air Jordan 1 via official product shots. What had only been depicted in spy shots was now validated in high-quality imagery, which led countless nay-sayers and skeptics to have changes of heart. Virgil Abloh further confirmed that he’s never-not-working with a trio of the Off-White x Nike Air Zoom Tempo NEXT%. While it’s highly unlikely the track spike-donning silhouette will overshadow Abloh’s Louis Vuitton x Nike Air Force 1 and “The 50” Nike Dunk collections, it suggests the Illinois-native is willing to cater to more niche tastes. Furthermore, it reminds consumers that the products they’re crazy about are rooted in performance-related design and technology, a fact that oftentimes gets forgotten when flexing for Instagram or running back-and-forth from class to dorm.
Elsewhere under the NIKE, Inc. banner, AMBUSH, UNDERCOVER, COMME des GARCONS HOMME PLUS and others also lent their creative talents to a number of swoosh-branded footwear, including the Nike Air Sunder Max that debuted in 1998.
OLD MEETS NEW
Over its 71-year history, adidas has done a lot. And while it’s pumping a lot of attention into its adidas Forum silhouette, the brand is also spending energy on newer models in its storied roster. Most of the Three Stripes’ efforts are solo endeavors, but a cast of collaborators the likes of Sean Wotherspoon, Packer Shoes and Prada have contributed their resources and creativity to a handful of special collaborations. Even “in-line” collections like the adidas Spezial Spring/Summer 2021 capsule have benefitted from an outsider’s perspective (although Gary Aspden is an official member of the brand’s family).
Kanye West and Pharrell Williams continue to leave their mark on adidas history with their own projects, as new styles under their respective YEEZY and Human Race sub-labels emerged over the last week. Although the German sportswear behemoth would’ve had plenty to pull from if these two multi-hyphenates never joined the team, its focus on the past might’ve delayed or outright impeded certain innovation that has panned out to be pivotal to the brand’s next 71 years.
For a look at all that and more, including the latest Air Jordan styles, check out our top headlines from July 10th to July 16th ahead.
Official Images Of The fragment x Travis Scott x Air Jordan 1
When worlds collide.
READ MORE: fragment Travis Scott Jordans
Virgil Abloh Continues Track & Field Story With The Off-White x Nike Air Zoom Tempo NEXT%
“RUN AT YOUR OWN RISK”
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AMBUSH And UNDERCOVER Prepare Dunk Collaborations To Celebrate Tokyo Games
More hits from two frequent collaborators.
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Five Air Jordan 36 PEs Emerge In Time For Tokyo Olympics
Going for gold.
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This Week In Upcoming adidas Collaborations
It takes two.
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CLOT Brings Back 2006’s Kanye West Nike Air Max 1 iD For Third “Kiss Of Death” Drop
These the “Red [Insert Launch Month Here]s.”
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COMME des GARCONS HOMME PLUS Revives The Nike Air Sunder Max
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