Solebox, a Berlin sneaker store, will release its version of the Asics Gel Lyte III this Saturday. This is one of the most anticipated sneaker releases this year, there will be only 250 pairs available worldwide. It is even becoming that crazy, that they even made a small commercial for it. A Dutch advertising agency called Habbekrats Reclame produced it. You can find more info and some making of pictures at Endorsed.
So what’s so special about this sneaker? Well, some parts change color when the are exposed to sun light. Of course the limited numbers and that it is designed by Solebox are part of the whole hype.
Nike is really pushing it lately. New technologies, new products, events and tons of projects … you just can’t get around it. So I just came across this video on the Nike Sportswear website. It’s a cooperation between ‘Will It Blend‘ and Nike. Everyone knows those ‘Will It Blend’ videos, but this time Nike asked them to blend a true classic, the Air Max 90 Infrared with the new Air Max Current. The result is an Air Max 90 Current Infrared, not really a surprise.
I think this is the first time I see a brand destoying its own product on video (besides the car industry). Most brands are so anxious about thing like that.
By the way, it’s really nice to see Nike shifting away from full flash websites to hybrid ones. I also like the new look of them. Hey Nike! Now fix the Nike+ website asap!
Olle Hemmendorff was commissioned, together with 7 other creatives/designers/photographers/artists, by Nike to interpret a Nike Sportswear icon. He got the Air Max 90 and decided to turn it into a hamburger.
You can see all 8 pieces at the 1912 space inside Sneakersnstuff in Stockholm, Sweden. I’m just curious if he makes a fresh one every … minutes.
If you buy the Raf Simons Zip Change Sneakers, you’ll get 2 pairs of shoes. Well actually not, you’ll get one rubber sole and 2 uppers which you can zip together. The idea is funny, but the sneakers look like … fugly and they even cost £499.00.
Over a half year ago, Reebok did its first collaboration with John Maeda: the John Maeda Reebok Timetanium Ventilator. A few months later he also did a woman’s sneaker and now Solebox released the image of this Reebok Insta Pump Fury. I can’t find any words to describe this … John you are letting me down! What happened to simplicity?
EDIT: I stand partly corrected. Solebox just added a video of John Maeda explaining the concept behind this sneaker. I guess I’ll have to see it in the flesh to make a final call on it.
Today I finally had the time to visit the new adidas concept store No.74 in Berlin. Its name is quite self explanatory … its location is in the Torstrasse 74. At the moment they only have the adidas Y-3 spring summer collection, in May and June they will have selection of adidas Originals. From July on, they will have a wider product range with limited editions and special items related to Berlin. You may also expect a China like market shop interior in the coming months, hence the olympics. Definitely a new spot on my Berlin tour.