Beyond exploration with the Nike x Parra 2018
The Swoosh brand has positioned itself in such a way that its Nike x Parra exploits are almost a natural course of action. When you get to that sort of size and scale, it’s incredibly difficult to keep the momentum going. Names such as Tinker and Mark spend so much time in the middle of the Nike design storm. Their direction and inspiration are used in nearly ever memorable Swoosh model, but it can be taxing.
Eventually, even the most popular name in sportswear risks being caught up in their own patterns. So, the question then becomes, how does one avoid falling to the wayside of one’s own hype machine? Simply put, you diversify and experiment.
For most footwear executives, the term “experimentation” is just one of those things you throw around during a TED Talk. In the abstract, it shows imagination and leadership. In reality, it’s a sugar-coated way of taking some serious risk.
Nike: one step ahead since the 1980s:
Nike had very quickly used the 80s and 90s to become a mainstay in the minds of sneakerheads everywhere. Going into the early 2000s meant choosing between staying the course – and making a ton of money doing so – or experimenting for the sake of keeping the brand’s cultural footprint as strong as ever. Coming together with collaborative partners was a great solution to Nike’s unique problem.
In particular, their decision to join forces with an established Dutch artist, Piet Parra, would prove to be the start of something huge. At the time, the sort of visual innovation that Parra was working with had just been an abstract concept on shoes. Still, Parra’s talented eye for color-blocking had focused primarily on solid tones.
It was the perfect combination for Nike execs as the risk of experimentation came together with a bit of a safety net. Considering the fact that the aim of these new designs was the Air Max 1 – already a legendary shoe by then – a lot of folks in suits needed that peace of mind! Thankfully, what we got was more than safe.
2005’s “Amsterdam” Air Max 1’s were a redefinition of the shoe’s hype train. This was one of the few shoes to sport the “TZ” distinction – or Tier Zero. The name was meant to let you know this was a premium sneaker. The actual final product did not underdeliver on this promise. Luxurious leathers came together as overlays on a mesh base, adding their own touches of texture on a Maroon hue.
Parra x Nike Air Max 1 AmsterdamArguably more crucial was the shoe’s color scheme. Particularly with the Air Max 1, nothing beats a gorgeous colorway. The Amsterdam AM1’s struck the right tone and were lauded for it. In 2010, we got another glimpse of the Parra hype when Nike brought in another party to the fray.
The Parra x Patta x Nike Air Max 1 Premium TZ wasn’t a striking visual variation from the Amsterdam pair. The base was in a Maroon-ish hue and joined by accents of Teal, White, and a hint of Yellow on the outsole.
Nike x Parra x Patta Air Max 1 (2010)But, it also delivered the sort of quality we’d seen from its predecessor. At this point, the Nike x Parra relationship is cemented as a fruitful one. Their releases in 2005 and 2010 were proof of this in an interesting way.
To open their partnership, the pair drops a gorgeous shoe just before collaborations became the new norm in the sneaker industry. In contrast, their 2010 release came about as the market was getting more and more crowded with collab projects. What’s more, Nike had successfully worked through an experimental phase and their most famous runner came out even more beloved.
To put it mildly, they’d struck some gold. It was unavoidable to wonder if perhaps this was the extent of the Nike x Parra partnership. Were we going to keep getting the same sort of hues at woefully limited production numbers and ridiculous resale prices? Premium materials or not, these shoes represented another piece of the sneaker community’s frustration with the supply and demand conundrum of the modern sneaker market.
So, how was the Nike x Parra experiment going to recapture imaginations? Well, 2018’s release looks to have a real go at doing just that. The latest includes a complete veer away from visuals of the past. After a 2009 release that largely stuck to the same inspiration, this most recent release completes flips the script. In the nine years since, Parra himself as seen his own art style lean more towards abstract painting.
Nike x Parra: Back in 2018
He was going through his own stage of experimentation, throwing different patterns and styles together. This upcoming drop looks to bring that journey to life. Meet the new Piet Parra. Focusing in on the Air Max 1 and the Zoom Spiridon, the Dutch artist brings each shoe to life in a loud way.
The uppers on each of these feature mostly White bases. On top of this, the color scheme is a bit more complicated. Vertical stripes come together with polka dots and offer up a feast for the eyes. Each pattern section holds its own via bright and bold colors.
Ever the fan of stripping away logos, Parra even put together an F&F version of this Air Max 1 colorway. Here, he cuts down on the branding and leaves the lateral panel to express more of the central theme. Speaking of which, Parra takes his inspiration for this look from an abstract drawing of Dutch countrysides and cityscapes.
As with the older Amsterdam drops, these latest looks are all about showing an appreciation for his Dutch roots. More specifically, Piet Parra just keeps his contribution to his country’s street culture coming. To call these colorways stunning is an underappreciation of what we’ve got here.
Sure, the color and pattern combinations alone are enough to really grab your attention. But, the decision to go with two iconic runners like the AM1 and Spiridon makes this an ultimately wearable piece of sneaker art. In short, it’s a pivotal piece of sneaker culture history that you can actually wear often – resells be damned!
Due out on July 21st, do yourself a favor and avoid sleeping on these future classics. Oh, and keep an eye out on an upcoming Nike x Parra tracksuit that features the same color scheme! Make sure to get your chance to buy with our online raffle. (Raffle closes July 20th at 5pm CET.)
Image Credits: Nike x Parra (2010) – Cult Edge; Parra x Nike Air Max 1 Amsterdam – The Daily Street