Over the past two years, I’ve been a critical fan of Nike, often disappointed by their pullback from culture. However, their recent collaborations with Clint419 and Central Cee mark a strategic return to their golden era, reaffirming their influence within street culture.
Partnering with Clint419, the founder of Corteiz, showcases Nike’s top-down approach, aligning with one of the most hyped streetwear brands in the world. Simultaneously, their collaboration with Central Cee—a cultural icon at the JD Sports level—represents a bottom-up strategy. Together, this dual-pincer approach ensures all bases are covered.
It’s a bold and obvious move, but one executed exceptionally well.
