The swoosh is landing on at least four cult sneakers
Nike just did it.
When the Oregon-based sportswear giant polled fans last year, it found that the design which sole searchers most wanted to see back on store shelves was its 2006 Air Max 1 collaboration with Japanese shoe boutique Atmos.
It’s not hard to see why. Select pairs of the shoe, which comes with a black-and-white base, elephant print and turquoise accents, are listed on resale sites for as much as $1,250. Now, the brand has obliged with a reissue of the Air Max 1 atmos “Elephant,” which hits stores this Saturday.
Predictably, retailers are already warning that demand for the shoe, which is priced at $150, will be “crazy.”
atmos x Air Max 1 "Elephant" drops this Saturday at 3AM EST on Nike w/ great stock. Please keep in mind the demand is crazy, not an easy cop pic.twitter.com/iZ9rioNDr1
— Kicks Deals Canada (@KicksDealsCA) March 13, 2017
The Air Max 1 reissue is not only new piece of gear that Nike customers have to look forward to. Ahead of Air Max Day on March 26, Nike has also said it will release three new pairs of kicks designed by bold-faced names in design and architecture.
Former Givenchy creative head Riccardo Tisci, who previously collaborated with Nike and Converse, has reworked the Air Max 97 to give it a higher cut and a modern embossed logo. The Australian industrial design legend Marc Newson used Nike’s FlyKnit and AirVaporMax technologies to produce a lightweight shoe based off a leather chassis. And the Taiwanese-born, Harvard-trained architect and upcycler Arthur Huang has created the lightest ever Air Max 1 using upcycled (or postconsumer) materials. The shoes are priced at between $200 to $275.
“Fashion is having a big moment with sportswear, which is good,” Tisci told Women’s Wear Daily of the launch.
In hindsight, the Atmos collab was a harbinger of the athleisure trend that sees no sign of going away. The hybrid of workout clothes and business wear has found its way into the collections of designers like J. Crew and Stella McCartney, who has an athleisure line with Adidas that’s targeted at millennial women. Indeed, while other fashion brands are facing headwinds, athleisure labels are doing well. According to a 2016 Deutsche Bank report, sales of activewear rose by 4.1% from 2008 to 2015, while non-athletic clothing was basically flat.
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