15 Jan 2014

Nike X Riccardo Tisci Collaboration Announced, Sorry Yeezy.

Nike have just announced that they are going forward with a collaboration this year with creative director of Givenchy, Riccardo Tisci.
This collaboration confirms Nike's move into the lifestyle and high end fashion market and moving slightly away from the sportswear and athletic side of the industry. They will never abandon their roots, however, it is obvious they are wanting to cement themselves as part of the fashion industry. We see it more and more nowadays, trainers being worn more for fashion than for the sport and technical side. They are already seen as a lifestyle brand, now they will be seen as a high end luxury brand.

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Jaye x