Collaborations have established itself to be an integral part of the consumer market today. While some collaborations are tried and true, many lack the zest and right components to yield exceptional results. Nike is no stranger to collaboration as 2009 marked an extensive and impressive portfolio of collaborative projects, each garnering its own devoted following. Some of the bigger collaborations of 2009 of course included the high profile Air Yeezys created with the help of musical whiz and paparazzi favorite, Kanye West, and fast forward to the end of the year, a rather expansive East versus West project which pit creative personalities from the east coast against those from the west.
Moving along in one of Nike’s strongholds of collaborations, Nike Sportswear is kicking start Spring/Summer 2010 with a bang– with the help of six highly respected artists in the contemporary culture from six different countries. The Six Collaborations with a “State of the Art” Twist is a football project falling in line to gear up for the 2010 FIFA World Cup. Each artist will be producing a special football kit that puts a fun, relevant twist on the classic football kick for the fans. According to Jarret Reynolds, Nike Sportswear Apparel Design Director, the kits “would be the same color as on-field uniforms, but with the artists’ twists”. In terms of what would be included in the football kit, the items are true to football form and are things one would find in a footballer’s bag. The run down includes the N98 Track Jacket (one of the focus items of Spring/Summer 2010), the AW77 hoodie, kit tee, polo shirt, shorts and tee (for men) or tank (for women). Other than apparel, there is also a selection of footwear including the Nike LunarLite Rejuven8 Mid, Air Max BW Gen II, Air Zoom Tiempo, Dunk Hi AC, Air Footscape Freemotion, and last but not least, the Nike Lunar Lite Chukkah Woven.
These items would of course be presented in respective team colors, but each artist will be producing decorative distinguishing elements such as mascots, patches, print and type for the added artistic touch. The roster of countries and corresponding artists are as follows: the USA will be represented by Los Angeles tattoo doyen, Mister Cartoon; England by graphic artist James Jarvis know for his playful illustrations and toy designs; Brazil by Nunca; Netherlands by graffiti artist Delta; France by So Me of the Cool Cats collective; and South Africa by Cape Town’s emerging illustrator, Kronk Kronk.
Stay tuned for the football kit and get ready for the highly anticipated World Cup by getting out there to do some penalty kicks, or just don an awesome fan gear to do a couch rally.