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WORLDWIDE AIR MAX DAY ACTIVATIONS CONTINUE

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Nike continues to commemorate the Air Max 1, designed by Tinker Hatfield 36 years ago, by creating cultural moments worldwide for its global Air Max Day celebrations – including The Burj Khalifa in Dubai.

The Burj Khalifa is known as the world’s tallest tower, is transformed into a supersize billboard year after year, hosting various experiences. For this year’s milestone, Nike has curated an extravagant multi-sensory display projected onto the tower’s facade in collaboration with two emerging talents from the region. Saudi-based producer Warchieff and UAE-based artist Sonya teamed up to create a soundtrack that pays homage to the iconic silhouette and the region’s spirited energy. The track fuses traditional Arabic music with futuristic beats and includes vibrant visuals that channel the area’s culture and community values.

Nike also released the Nike Air Max Pulse sneaker to commemorate Air Max Day, which features increased durability and reactivity with a focus on the wrap-around Air Bag Unit found on the Air Max 270. The theme of the campaign centers around underground music, and various activations took place in major cities globally.

The Nike Air Max Pulse Summit is available now at the brand’s stores in Dubai Mall, Mall of the Emirates, Yas Mall stores, and Al Nakheel Mall in Riyadh, Saudi Arabia. The celebrations and experiences created by Nike showcase the brand’s commitment to curating culturally significant moments globally.

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CULTURE

NIKE’S NEW RECYCLED COLLECTION

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“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]

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CULTURE

JACK DANIELS X THE SHOE SURGEON: FINELY CRAFTED

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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.

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CULTURE

BLUP50 KELLY ANNA LONDON X NIKE TO CREATE ‘RUN PAST THE FUTURE’

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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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