Another branded cultural pairing in New York sees artist Tom Sachs collaborate with US sportswear brand Nike on a new artisanal capsule collection called NikeCraft.
Sachs lends the sneaker giant his signature DIY spaces aesthetic for the new collection, which coincides with the launch of his new exhibition at the Park Avenue Armory, dedicated to space exploration to Mars.
The athleticism of astronauts and the specialist endurance gear they are required to wear links Nike to Sachs’ work – with all pieces of the NikeCraft collection bearing a clear endurance aesthetic as well as functional tools for space travel.
As a showcase of Nike’s focus on innovative materials, this collaboration is also a great example of how brands can up their ‘cultural cachet’ – a concept we detail in our What’s Your Cultural Value? report.