In 1986, the American hip hop group Run DMC revolutionized the sneaker world. In May of that year, they released the single titled “My Adidas,” which was not an advertisement but a true declaration of love for their favorite shoes. Shortly thereafter, the commercial agreement signed by Joseph “Run” Simmons and Darryl “DMC” McDaniels with the sportswear giant. The first deal of its kind, worth one million dollars, between musicians and an international brand. After Run-DMC and Adidas paved the way, Jay-Z signed a contract that in 2003 made history as the first non-athlete to be endorsed by Reebok. Today, the situation has definitely changed, and we are inundated with collaborations between artists and sports brands: Adidas and Kanye West, Converse and Tyler The Creator, and the most exciting partnership of the moment: Nike and Travis Scott.

The rapper, also known to fans as La Flame or Cactus Jack, has been working with Nike since 2017, after an initial collaboration with the avant-garde designer Helmut Lang. The meeting point was the collaboration with the Jordan Air Force One, with particular mention of the Air Jordan 6 Cactus Jack sneakers that the rapper wore at the Super Bowl concert in 2019, some pairs of which were made available to Scott’s friends and family, including the lucky Kylie Jenner.

Now, after a series of social media rumors, Nike has announced that starting from the last Saturday of May, the Nike Travis Scott Air Max 270 Cactus Trails will be on the market. A great addition to the Air Max family, which recently saw the arrival of the Air Adapt Auto Max. The beige and brown shades of these sneakers reflect the rapper’s passion for vintage pieces, colors that have already been successful in the industry.

The model features a cream-colored upper with wavy details inspired by trekking shoes, the yellow midsole with beige accents combines React technology with the Air 270 unit colored with a special paint that fades after multiple uses, giving the shoe a new look. The Cactus Jack branding is found on the two heel tabs and insoles, while a retro-colored technical lace holds the tongue. The Air Max 270 Cactus Trails are also available in children’s sizes, which we believe Scott did so he could have the same sneakers as his daughter Stormi Webster. Why not?

In the sneaker industry, this is by far the best collaboration of 2020, and they can be purchased for £149.95 as soon as they are released on the last Saturday of the month on nike.com.

This article was originally published on British GQ

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