Nike, how one of the most powerful fashion brands in the world grows
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by Editorial Team
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Nike branded shoes are a must-see at every fashion show, and they sell out as soon as they hit stores. This story tells how Nike has transformed into a global fashion brand.
Today, Elliott-designed Nikes are everywhere. If there’s a common thread in the 2018 Fashion Week, it must be found in the ubiquitous sneakers and clothing with the famous swoosh logo. The Nike World Cup collections were launched by Virgil Abloh and Kim Jones. And now, the stylish Nike Gear is spreading everywhere through Elliott’s collection with the open outfits of Lebron James and Serena Williams designed by Off-White.
This summer during Paris Fashion Week, there were Undercover, Sacai, Craig Green, Off-White, and Alyx. Seven days dedicated to fashion where brands and designers unveil their new collections and where the highly anticipated Nike novelties are increasingly showcased to the public with growing frenzy and curiosity.
Nike could be a billion-dollar sales company annually just by selling its basic models in Footlocker stores. Instead, it is entering the luxury world and more and more operating and investing like a fashion company.
“It must be remembered that the company is big,” says Abloh. “There’s no need to make niche products because the company is recognizing and allowing young designers like me to emerge their sensibility and then thrive and nourish it. This is important to me: that a company the size of Nike can even answer the phone when a guy like me calls,” he says humbly.
What he says is true: Nike could be a billion-dollar sales company annually just by selling its basic models in Footlocker stores. Instead, it is entering the luxury world and more and more operating and investing like a fashion company.
The reasons for Nike’s recent entry into the fashion world are numerous. Its partners – Abloh, Riccardo Tisci of Burberry, Kim Jones of Dior, and Rei Kawakubo founder of Comme des Garçons, could each realize a memorable fashion week. A generation of new designers raised with an obsession with Nike has grown up and is now passionately perfecting the shoe image. All this creative force blends perfectly with the current trend of wearing comfortable outfits in daily life with sweatshirts and hoodies.
So, towards the end of the conversation with Elliott, I told him that Nike is the largest fashion brand in the world. Faced with my statement, he did not hesitate: “Okay, I surrender and I believe everyone agrees on this sacred truth. More than an opinion, it’s a fact.”
Original text by Cam Wolf for AllinReplica US