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Nike has partnered up with artist and longtime collaborator Futura to unveil a new collection made especially for breakdancing.
Launched ahead of breakers' debut in theParis Olympics, the new "Nike x Futura Breakdance Collection" will contain both footwear and apparel that celebrates movement, dance, and "uncompromised style."
As part of the campaign, both the artist and the sports giant have launched a live painting and video installation featuring renowned breakers, including Ana Furia, Sarah Bee, Khalil Chabou, and more.
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Upon the announcement of the partnership, Nike dropped a one-minute hero spot directed by Christopher Anderson, showcasing breakdancers in action as they sport the new pieces.
Made in black and white, the advert featured Sunny Choi of Team USA and Shigekix of Team Japan showcasing their moves through artistic and tastefully shot dance sequences.
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Graffiti art is also a motif heavily used in the spot — referencing Futura's unparalleled creative vision well recognized within the break community.
The commercial ends with a shot of the campaign logo, which was painted onto the floor, and placed on top of Nike's swoosh.
Brand partnerships, such as Nike and Futura's, are becoming increasingly common in the retail world, driven by the ever-changing preferences of consumers.
It's an effective way to elevate brand visibility, leading to a wider market, increased sales, and customer loyalty for all parties involved.
About the Breakdance Collection
At the heart of the new collection is the iconic Nike Jam sneaker, which is known to be the first shoe made especially for breakers.
Within six years of development, the pair underwent extensive testing at the Nike Sport Research Lab, with insights from breakers making a big contribution to the final product.
The Jam features drop-in midsoles that cushion breakers upon landing and a rubber cupsole that gives them a "close-to-ground" feel.
Notably, the shoe also allows them to slide easily across smooth surfaces, including concrete and asphalt.
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As Futura puts it, the Jam is a new model created from the "ground up for what the dancers themselves want to perform and feel comfortable in."
Nike athlete Logan "Logistx" Edra also shared his thoughts on the shoe, which he says is something he would wear any time to break, "whether practicing, cyphering or chilling."
"The upside-down Swoosh is one of the dopest details because switching directions and going upside down is very unique to our craft. It is such a dope Easter egg feature that only breakers can flex," he added.
Apart from the Jam, the Breakdance Collection will also include federation kits for the U.S., Korea, and Japan, as their respective teams sport Nike during the upcoming Olympics.
The apparel collection is now available worldwide on Nike's website, while the federation kits will be available starting August 1.
"We’re pushing the boundary of what’s possible from a manufacturing and design point of view, and everyone at Nike has been at the tip of the spear to make the collection as good as it can be," Futura concludes.
Nike continues to take center stage when it comes to popular sporting events, with Chelsea FC unveiling its new kits from the brand in a spot by agency Uncommon.
Editing by Katherine 'Makkie' Maclang
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