NIKE SPORTSWEAR PRESENTS… 1948

Besides the spectacular opening ceremony for the Olympics on the 8th August, another spectacular launch was happening in another corner of Beijing that day. The new Nike Sportswear line was previewed; featuring items such as the hi-top patent dunks in block colourways [reminiscent of the Also Known As x Nike iD 'wet paint' pack], and has since been launched across the globe in several new pop-up retail spaces dedicated to the collection.

joes[a]fiend check out the launch of the London chapter last Thursday, and was impressed by the temporary store located on Bateman’s Row in Shoreditch. The space is not just home to some fly kicks, but also graffiti artist Mode2’s twenty foot tall interpretation of some of Nike’s greatest Olympians.

The Nike design team have outdone themselves on the space - one half is a futuristic black and neon installation, and the other a mock gymnasium. Pull yourself away from watching the Olympics on TV and get yourself down there.

joes[a]fiend