Nike and the Dutch streetwear and sneaker retailer Patta promoted their latest Air Max 1 collaboration through a four-part film series called The Wave’ which was directed by Mahaneela with creative direction from Steve McQueen and his Lammas Park production house.
The US sportswear giant and Amsterdam-based boutique unveiled ‘The Wave Collection’ centered around an Air Max 1 Rush Maroon colorway and promoted it through an online short series taking inspiration from the fact that London and Amsterdam are cities that spark collaboration: a place where chance creative meetings of minds between musicians, sports stars and designers can happen anywhere – from street corners and cafes to the local launderette.
Inspired by such meetings and by the Black British experience and featuring some high profile Nike athlete ambassadors such as Mo Farah, the four-part film series which tells the story of siblings Abdul and Carista as they ‘ride the ever-changing seas of life’.
The creative themes span future generation culture, life and work lessons, the strength of community and collaboration and how sport, running and music all connect to mental health.
Chapter 1 ‘Waves Not Cycles’ launched on 4 October, followed by Chapter 2 ‘Loud & Clear’ on 26 October, Chapter 3 ‘Forward’ on 16 November and the Final Chapter ‘Welcome Home’ on 7 December.
“Patta and the Air Max 1 have a long-term relationship. And it’s a very strong one if you look back in time,” says Vincent van de Waal, Patta’s creative director. “The Air Max 1 is really iconic in Europe, perhaps more so here than in other parts of the world.”
Comment
After delivering the ‘Monarch’ and ‘Noise Aqua’ collaborations last month, the latest Patta x Nike Air Max 1 model itself features a silver mesh-based upper combined with premium leather overlays including the reimagined ‘wave’ mudguard in maroon. A further feature of the design is a mini Swoosh branding embroidered at the forefoot, an orange sock liner, along with a sail midsole and brown outsole.
Plus, each pair also comes with a silver-plated charm bracelet referencing Patta’s Surinamese heritage and will come packaged in a special box.
Patta, a Dutch streetwear and sneaker boutique based in Amsterdam, was founded by Edson Sabajo and Guillaume Schmidt in 2004 as a platform which sold exclusive items. After its online presence steadily grew it began collaborative design projects with the likes of ASICS, adidas, Converse, Reebok, as well as Nike.
While Lammas Park, founded by Oscar winning British film director and artist Sir Steve McQueen, focuses on small screen drama and documentaries (like ‘Small Axe’ and ‘Uprising’) and brand collebrations to bring to life its mission to produce socially and culturally transformative narratives, bringing equity into marginalised communities who also feature behind the camera in the long form, branded, and short form mediums.
Leave a comment
You must be logged in to post a comment.