CULTURE
TAG HEUER X NINTENDO

Limited-edition Super Mario Connected interactive timepiece — merging the worlds of watches and fitness with the iconic Super Mario Bros. series.
The TAG Heuer x Super Mario Limited Edition sees the Swiss brand deliver a unique digital experience, with its animated dial serving as a stage for gaming’s most famous hero, Mario, who gets more energetic as the wearer becomes active. The animations follow a reward-based system that tracks physical activity and fitness goals, putting Mario in the role of personal trainer, encouraging the wearer to reach daily targets through in-watch games.

Inspired by the “Easter Egg” concept of the video game series, Mario celebrates the wearer’s progress with his signature power-up attributes. The cardinal points of the bezel are adorned with objects integral to Mario’s adventures; the Super Mushroom (which makes Mario grow) at the 3 o’clock position, the pipe that allows him to travel fast at 6 o’clock and at 9 o’clock the invincible Super Star lights up. When the wearer reaches their daily target, Mario then climbs the level-up Goal Pole in an in-dial animation.


Speaking on the latest collaboration, TAG Heuer CEO, Frédéric Arnault says, “What better than the TAG Heuer Connected to give life to this iconic character and encourage users to team up with Mario to get out there and be more active?”

Limited to only 2,000 pieces, the latest TAG Heuer x Super Mario collection is set to release on July 15 made available on the watchmaker’s website.
CULTURE
NIKE’S NEW RECYCLED COLLECTION

“Move to Zero” is Nike’s new trainer range consisting of their most sustainable shoes to date. Produced by eco-friendly materials, such as recycled cork from the wine industry or bark that’s produced in a way that isn’t harmful to the tree, each pair are 20% recycled materials.
The soles of the trainers are an outcome of the Plant Cork Pack, a process that infused the cork into the rubber sole. This product release marks Nike’s air to become ‘zero carbon and zero waste’.
The collection includes both new and updated trainer designs; you can purchase the beloved Air Force 1 or Blazer Mild and Air Max alongside a new silhouette, Nike Crate Impact. Their Air VaporMax 2021 is one of their ‘most sustainable shoes to date’ as it’s produced by over 50% recycled resources.

The capsule is inspired by ‘the natural world’ but it isn’t just the sole’s that are eco-friendly, ‘Each shoe is dedicated to a plant we love and brought to life through embroidered botanical designs, scientific infographics and dye sourced from the plant itself.’ Dohnn Ball, on the Plant Cork Pack team, revealed further the inspiration behind the trainer designs, saying, ‘On each shoe we are highlighting a plant, and whatever colour that plant is processed into is the accent colour on that shoe”.

[Image Source: Nike]
CULTURE
JACK DANIELS X THE SHOE SURGEON: FINELY CRAFTED

Sneakerheads rejoice: now you can explore The Shoe Surgeon’s studio in interactive 3D, for a taste of where that custom sneaker magic happens. Finely Crafted shares the secrets of the latest Jack Daniels/Shoe Surgeon collab—and gives fans a chance to trip to Los Angeles to tour the studio for real.
Created by MediaMonks, a global creative production company that crafts amazing work for leading businesses and brands. Explore the space for yourself here.
CULTURE
BLUP50 KELLY ANNA LONDON X NIKE TO CREATE ‘RUN PAST THE FUTURE’

This artist in residence continues to blow out minds
After her trip to Nike’s head office in Portland in the US, to design her own running collection in collaboration with the team at Nike. ‘Run Past The Future’ is a menswear collection that has already been worn by the likes of singer Justin Timberlake and athlete Craig Engels.




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