NIKELAB PRESENTS LATEST COLLABORATION WITH KIM JONES

By Crash redaction

NIKELAB X KIM JONES: ON THE MOVE

NikeLab just presented their latest collaboration with British designer Kim Jones. Inspired by his numerous trips around the world, from South Africa to Japan to Easter Island and many more exotic destinations, Jones always takes home a bunch of new ideas, which he translates into modern, streetwear-infused fashion. The designer is also a longtime Nike aficionado, having gathered an impressive collection of about 500 pairs of sneakers since his early teenage years. For this new collaboration with NikeLab, the designer explored his interest with the technological qualities of sneakers by pushing them even further. Looking back on his personal explorations, Jones strengthens the link between modern apparel and a lifestyle based on utility. Doing so, he designed clothes with the minimum amount of seams by using Nike advanced technology to have ultra-light and easy to pack products as the end result. This is the NikeLab Packable Windrunner, which is made of waterproof fabric and can be easily folded into one’s pocket. The collaboration also include a reinterpretation of the 1995 Nike Air Zoom LWP, the first runner to be equipped with the Nike Zoom Air technology. The NikeLab Air Zoom LWP x Kim Jones shoe’s vamp references the original design whilst the shape is taken from the Air Max 1. Modern and young, the collection still knows where it comes from: colors are entirely inspired by original Air Max models with an injection of future-inspired tones. The campaign images and video feature the British athlete Katarina Johnson-Thompson (pentathlon) and Bulgarian tennisman Grigor Dimitrov in a dynamic setting with perfect symmetry showcasing the clothes’ adaptability.

The NikeLab x Kim Jones Packable Sport Style collection is available as of July 23rd on www.nike.com/nikelab and in selected stores.