You don’t have to be a hardcore sneakerhead to appreciate the beauty of the gold shoebox pictured above, but such credentials will no doubt up the ante for the project it forms part of. If you’re inclined to pick up Olympics fever, even better.
First arriving at the London flagship back in May 2015, The Sneaker Cube in NikeTown this weekend plays host to the first of three artists tapped by the sports heavyweight, as unique new packs drop in-store and fans are invited to customise hoodies and tees for the very first time (Air Max 1 Ultra Flyknits remain a personalising option for the more conservative amongst you).
An artist synonymous with music, Ben Drury has been pitched as the ‘London’ of the trio while Jiro Bevis takes Rio (in-store 13th and 14th August) and Monki collaborator Sara Andreasson (20th and 21st) adopts Tokyo; the common thread? Each has or will soon play a mainstage to the sporting world.
For his part, Drury’s work references landmarks such as St Paul’s Cathedral, dressed up here as pirate radio transmitter, a nod to the impending switch off of the FM signal in 2018: “it’s a comment about not forgetting what we already have at the expense of the new and spectacular,” he muses.
While in-house customising means there are 37 flag options on NIKEiD, the aforementioned packs pay tribute to something a little more rock n roll, with a series of pins and patches produced alongside motif fronted T-shirts.
Find out more about Unlimited London here.