ClothingAdrian BiancoAugust 14, 2023Nike, collide, multiverse, subculture, sabukaru

Nike Steps into the Multiverse – When Cultures Collide

ClothingAdrian BiancoAugust 14, 2023Nike, collide, multiverse, subculture, sabukaru

Nike Japan has sent waves through social media with their most recent lookbook, championing creativity and pushing forward-thinking aesthetics in a way that is rarely ventured into by huge giants in the industry.

Beautifully curated, the lookbook taps into a vast selection of inspirations, ranging from outdoors, music & dance, sports, and sunny styles in a love letter to the characters of Japan.

We’re delighted to see familiar faces here be cast that are inside the sabukaru friend’s community, such as Breakfast Club’s very own Mama Luli and nightlife wonder kid, ECEC. It’s amazing to see how despite Tokyo’s gargantuan size, these brands are tapping into real-life cultural leaders, and just shows how closely knitted the community here in Tokyo is.

It’s rare to see such a daring aesthetic from a brand with as much commercial strategy as Nike, with dirtied shoes on show and avant-garde styling such as football shoes or crampon-like attachments.

But in a beautiful display of cultures, the looks truly capture the importance of Nike through the years and highlight its diversity and importance in the history of Japan’s fashion universe.