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Nike "We Air"
NIKE ON AIR: A REVOLUTIONARY SNEAKER CONTEST
NIKE, CLOSE TO ITS COMMUNITY: VOTE FORWARD
Nike is a company that has always been known for its commitment and its constant drive to innovate. Over the years the American brand has invested more and more in discovering and putting forward independent creators and new talent. A remarkable initiative for the world of the sneaker. You can see it notably through the many recent collaborations of the swoosh with creators, artists and athletes, as most recently with Virgil Abloh and his brand Off-White.
In this spirit of sharing and free exchange with its fans, the brand has for several years been running an event as part of its Air Max Day, celebrating the revolutionary technology of the air bubble. So in 2016, for Air Max Day 2017, the brand fromOregon gave enthusiasts the chance to vote for the reissue of their favourite model, and it was the Air Max 1 Atmos Elephant Print that won the vote. In the same spirit, 2017 brought a unique contest. Nike invited twelve creators, designers and DJs from around the world, nicknamed the “Revolutionairs”, to imagine the Nike Air Max of tomorrow. The hybrid models were then put to a vote. And it was the Air Max 1/97 by Sean Wotherspoon that won the contest hands down. A genuinely iconic sneaker, this silhouette plays on corduroy and colour, recalling the vintage trends of the 70s. Nike made a big statement and confirmed its position as leader in the sneakermarket.
AN EXCEPTIONAL CONTEST: NIKE PARIS ON AIR
So in 2018, the brand with the swoosh decided to launch the contest Nike On Air. The idea of the event is to bring together creators from every background and from the four corners of the world. Thousands of participants, from Paris to Shanghai, by way of New York, Seoul, Tokyo and London , had the chance to reinterpret emblematic Nike models, and the Air Max in particular. Among the 18 finalists, 6 participants were selected and would have the chance to see their creations sold on a large scale. Thanks to this contest, their designs are now real models. This Nike On Air 2019 collection therefore includes iconic silhouettes revisited by the most ambitious creators. Among them:
– The Nike Air Max 97 London Summer of Love by Jasmine Lasode , which draws on her life and on a date in the streets of Camden in London. The pair takes on a summery colour palette, combining yellow, green, blue, orange and pink, which stand for the emotions of love and for the colours of the neighbourhood.
– The Nike Air Max 97 Shanghai Kaleidoscope created by Cash Ru. The artist drew on the city of Shanghai and its skyscrapers for the design of this pair. The model carries a sky-blue base mixing several materials such as suede and several layers of TPU in black leather. Notes of white set off by red details give an airy quality to the look of this Air Max 97.
– The Nike Air Max 1 Tokyo Maze by the designer Yuta Takuman draws on Tokyo. Guided by the atmosphere of this city criss-crossed by metro lines, this silhouette dresses itself in straight lines that come together to create a genuine labyrinth. The uppers of the two shoes, in black and white two-tone, echo each other like two sides of the same coin.
– The Nike Air VaporMax Plus Paris Works in Progress imagined by Lou Matheron. With grey colours on a neoprene upper, a safety strap and an icy sole, this pair takes on a modern design inspired by the French capital and more particularly by the modern architecture of the works on the new French courthouse.
– The Nike Air Max 98 La Mezcla created by Gabrielle Serrano aka Queen Leo. The artist says she drew on the buzz of the city of New York to create this more than original pair. Culturally diverse, the pair, like the city, takes on a complex visual full of colour. In turn they evoke different key elements of the city, such as the Statue of Liberty or the Hudson River.
– The Nike Air Max 97 by Gwang Shin, inspired by the city of Seoul. This model shows a black leather base. The neon signs that flood the city with light when evening comes are reflected on the pair in coloured ripples. The colours chosen take up the red, blue and white tones of the national flag.
A NEW PROGRAMME: NIKE BY YOU WORKSHOP
Nike By You Workshop is a new platform developed by Nike that gives creatives around the world the chance to create and sell their own sneakers. Every creator can thus tell their story and reinterpret every art form, such as music, cinemaor painting. But what is genuinely forward-thinking and innovativeis the approach of the brand with the swoosh , which supports the designer throughout the creative process by supplying the materials and the technology. Once the personalised model is created, Nike makes a dedicated platform available to sell the sneaker of every creator. It is then up to the creative to handle their own communication, and all the revenue from sales of their model goes to them. Nike has gradually managed to involve its community with this revolutionary programme, a genuine incubator of new talent.
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