In Paris, Nike unveiled the latest 2024 Paris Olympics kit and also bet on the Nike Air as fashion's next It sneaker.
Last Friday, I stood in Paris’s Palais Brongniart—a historic building that used to house the French stock exchange—piercing a new pair of blue Air Max Plus sneakers. Nike was hosting a design workshop with upcycling and vintage organization Collectivo Paris, and designer Lola of K’Raba Studio was showing me how to deck out my new kicks with small silver hoops. The brand had tasked Lola with reenvisioning one of the classic Nike Air silhouettes.
To get to the stage, guests walked through Air immersion rooms, taking in the history of Nike Air and discovering what the brand has designed for this summer’s athletes. Nike has been known for its Air technology, which has helped athletes get faster than ever, for a long time now. But the brand is also known for creating the kind of sneakers that people who’ve never dreamed of gold medals or set foot on a track want to wear.
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