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Jovani Hernandez July 23rd, 2021 (updated)

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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 A Ma Maniere x Nike Air Force 1 Low "While You Were Sleeping" 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

Kanye West and, 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).

The Black Nike Air Force 1 Low Kobe Bryant Is Limited To 8,000 Pairs 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.

This Week In Upcoming adidas Collaborations Air Jordan Red CLOT Air Max 1.

Jovani Hernandez, Editor

Jovani Hernandez joined Urlfreeze News in December 2019. He’s covered breaking news about adidas Yeezy and interviewed Reebok CEO Todd Krinsky amongst his 5,800 posts. A sub-5-hour-marathoner, he now enjoys running sneakers the most, but fondly reminisces about Nike Basketball and Sportswear from 2007 to 2014.