Why Nike Is The Best At Fashion Collaborations
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- เผยแพร่เมื่อ 6 เม.ย. 2023
- Fashion collaborations are everywhere around us. Some of them make a lot of sense in the merging of two separate entities while others serve as cash grabs with each brand leveraging off each other's audience to make money. In this video I talk about the recent collaboration between Nike and London based brand Corteiz to illustrate why Nike does the best fashion collaborations and how they got to this point. They worked together to create 3 different colourways of air max 95s (Nike 110s)
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You can physically see the love and genuine passion in your voice when you’re talking about london and fashion. It so amazing to be able to feel that energy. Thank you so much for everything that you do, I can’t begin to explain how happy it makes me feel when you talk about fashion and culture.
The OG Neon 95s were worn by Ronaldinho and the entire Brazilian playing/coaching staff throughout their 2002 World Cup winning campaign, which may have been another reference for the football aspects of the launch. I'm Surprised you didn't mention Places + Faces which I think was the first real example of UK streetwear reaching a global level of hype/exposure even if the brand was sort of split between NYC and London. Love the new embedded editing style, will have helped a lot of non-Brits understand the references to Grime and our version of Bodegas (corner shops)!
I don’t necessarily see places + faces as a brand it’s more of a movement that’s why I didn’t mention it. It was a photography thing that turned into parties that turned into merch for the parties - I would say that’s different to Trapstar, BenJart & Corteiz which are outright brands. That being said, Places + Faces was huge in London at a point even though it seemed like more of an international thing.
What you pointed out was so cool, I completely forgot that the Brazil 🇧🇷 team wore neon AM95s - I had to go back and check - it could definitely be another reference they used.
The pronunciation of Corteiz was so Nigerian loved it 😂😭
Till now I don’t know how it’s pronounced 😂
Brother! thanks so much for the feature. It may look small but it means a lot to me. finding your channel when I was getting into fashion at a time when there wasn’t a lot of good fashion channels helped me a lot. Appreciate you, God bless 🤜🏾
Big thanks 🙏🏿 keep up the great content!
One of my favourite Virgil quotes is “When I was growing up, Supreme was my Louis Vuitton!”. It's really cool to see that that's how kids now view Corteiz. Corteiz is their Louis Vuitton.
I feel like Nike is one of the only multinational brands that actually takes the care to tap into the culture and work with the creators behind that movement to produce a product with purpose. I don't see why other brands don't do it tbh, it's a super easy way to score a ton of 'cool points'. Every time Nike do this, they get a +1 from us as consumers.
Appreciate the amount of detail you went into about the nuances of London urban culture. Very interesting insights
The amount of anecdotes 🤌🏽🤌🏽🤌🏽
CRTZ is a breath of fresh air in streetwear globally, not just in the uk or London, they are bring culture back to the streetwear convo!
100%, I’ve really been enjoying what they’ve been doing
Man the fact that you are explaining to someone Jóga Bonito makes me feel old. Definitely those video were defining for my generation in Italy. I did not known about the whole campaign recreation, great stuff
5 minutes in and this is already fantastic. I love learning from your channel!! 🙌
Another super interesting video from you.
For Paris I think the suburbs influence the city quite a bit. Part of it is the street style of wearing football shirts. Personally I attributed the hype around football culture way more to Paris than to London. That might be only because I lived in Paris in 2017/18 and never in London.
Daniel-Yaw Miller wrote an interesting article for The Face where he quoted a Parisian saying “la banlieue influence Paname, Paname influence le monde” (the banlieues influence Paris, Paris influences the world). That might be different to your description of London?
One of my favorite things in my closet is a Riccardo Tisci X Nike Bomber Jacket. It's such a cool piece. I even bought a couple shoes from that collab too.
I love all the CDG/Nike stuff over the years. I want to say Junya is at the helm with their collaborations and he always seems to pick the best quality companies to work with whether it’s John smedley or Fred Perry for classics Spalwart or Docs for shoes. The CDG Black Nike collab has been my personal favourite over the years, so clean and fun.
About time my guy. Clint will forever be an inspiration 🙏🏾
Another brand that's getting it right with the collabs is New Balance. Not only with their ALD, jjjound and JFG collabs but during the world cup they collaborated with Stone Island, a brand synonymous with hooliganism(a sub culture of stylish soccer fans). It seems they are intentional with their collabs
Amazing video! Thank you for sharing
Amazing video
so cool makes me happy roadman
Protesters in Paris forced their way into LVMH headquarters today. Would you please do a video on it? Love to know your thoughts.
Great points about street wear. Plus, here in L.A. County, there are so many different cultures and communities that street wear takes on different looks and meanings depending on the communities.
I'm in my mid 60s and have seen a lot of different types of so-called street wear throughout this huge county over many decades and before it was given the name of, street wear.
As for Nike, I'm a big Nike fan although I also have sneakers from a few other brands. But, Nike has been around since I was a kid as the company started up in Oregon, the state right above us here in California. I'm used to seeing a lot of folks in Nikes.
Plus, for me, since I'm female, the Nike women's sizes fit me really well as opposed to most of the Adidas that I have tried on. I do have one pair of Adidas, but only due to a collab with Thebe Magugu last year. But, those sneakers are big on me although they are my actual size. Adidas runs really wide on my medium-width feet. I really wish that Thebe Magugu had done a collab with Nike instead.
My Nike Air Force 1s (custom designed), and Nike Jordan 1 lows-Elevate are what I have the most of although I also have other styles of Nikes. When I step out in the Nike Jordan 1 Lows, it's not unusual for someone to stop me and comment no matter what the age of the person is.
Greetings from Los Angeles
Great breakdown
I can say that one of my favorite, and grails for me to still pick up, is the kendrick Lamar and nike collaboration. Specifically the Cortez collection that they rolled out because it really spoke LA to me. It spoke the culture an dhow the Cortez is basically associated with LA and the gangster culture. Not to fully endorse gang culture, but it is associated with good times with people around us and having a good time, if that makes sense. Thats just me and what my favorite Nike collaboration.
The political thing makes a lot of sense.
Camavinga also modelled for Balenciaga
Just started, but I feel Supreme does it better
I like some supreme collabs but I don’t think they’re close to consistent as Nike. Supreme collab with everybody and anybody so majority of the collaborations are misses
Nike is beginning to understand the mistake it made bailing to Vietnam. All those skilled Nike shoemakers they left behind, are the ones making these reps nobody can tell from the retail.
Great video bro kinda cool that the UK niggas is just like us American niggas 🫡
It’s about the people the “culture” the history and story telling
Feel like Nike and a lot of brands still don’t quite understand that, i feel like a lot of these Nike collabs that actually do hit are hitting on mistake or like it’s just the fact that we love the brand and have so much history with certain shoes and silhouettes
Feel like the brands aren’t doing things that are making the kids and ppl fall in love with newer shoes, can’t imagine that kids under like 19 give a fuck about 95’s or Micheal Jordan
I don’t know what kids are into culturally now but I’m sure there is some stuff happening I’m just too old to see it. This is the type of stuff the generation before me said haha. I think with the case of Nike collabs like this one are definitely not by mistake - everything points to everything being done deliberately from the model they chose to work on to the very specific references in the pop ups and ad campaigns. That being said I can definitely agree that some of the collabs hit by mistake and Nike does benefit from the relationships that people have with certain silhouettes - definitely something that other sportswear brands can learn.
I agree, but the recent Tiffany collaboration feels like a random money grab
I haven’t looked deeply into the Tiffany collab but I’m sure when I do I’ll find a lot of things that highlight why the collab makes sense outside of just being a money grab. That being said, it’s definitely one of Nike’s weakest collabs of the bunch.
nike won when corteiz decided to work with them, culture capital is priceless
This is very true - Nike benefits a lot from working with them
bruh im gonna need you to review Air (2023)
I haven’t seen that yet so it would be cool to watch actually
Sorry man but new balance killing the game right now every thing they are putting out is fire 🔥
New balance collabs have been really cool recently I agree, they’re just missing the cultural aspect in most of their collabs
@@FashionRoadman ALD salehebembury joefreshgoods action Bronson bunch of other for new balance man
My problem with the way we talk about cultural fashion and important pieces from England is that every time it is referred to “London fashion” “London culture” “significant in London”. I cannot describe how important 110s are to the north of the uk to where I grew up how we react to brands like cortiez and how certain brands push the boundaries of what is accept by the average Brit. We constantly get excluded from being culturally British in fashion and other mediums purely because of location. You even talk about “if your not from London u won’t know about grime” which I know wasn’t intended as a jab but is so annoying. We understand it is the capital and London is important to britains identity but being excluded from the conversation like we never had the same experience because were located in the north is getting tiring now
It’s simply because NIKE has the best sneaker silhouettes. End of story, Adidas NO Reebok NO Puma NO.
Nike collab tactic is throwing shit at a wall and see what sticks.
Yeah, they've made some of the best, but for every good one there's 100 boring Nike collabs.
Just look at most recent Off-White collabs and how they're trying to milk it with models nobody care about.
It's so obvious that now NB has taken a chunk of the market and J1 and Dunk hype isn't the same anymore (and even with J4 having some more hype now, it's nowhere near the same as J1 / Dunk was), they're desperately trying to make some new (old) model hype.