In 2006, Jay-Z symbolized hip-hop unlike anyone else. However, shooting for the moon would set the stage for landing in the stars - accidentally setting up the 2000’s most influential entry into the sportswear universe. When considering the MC most associated with white-on-white Air Force 1s, hip-hop, and “business, man,” one name instantly soared to the top of Stone’s list. “Let’s get on radio, on mix shows, and into rotation,” Stone recalls pitching at the time. This wasn’t supposed to look like paid content, but rather sound like pad content by assembling the best to ever bless a mic. Leaning less on ads airing during Rob & Big and more into the essence of Stretch & Bob, Stone and his team sought to create a track that spoke to the spirit of the Air Force 1 without name-dropping Nike the whole time. “Our pitch to Nike was to not spend any money in media because the original Air Force 1 was word of mouth and hip-hop.” “We got hit up by Nike to celebrate the Air Force 1 25th anniversary,” Rob Stone tells Boardroom. It needed a song.Īnd if done correctly, the sonic weight of a single could move feet and units more than any agency script.ĭJ Clue, Rob Stone of Cornerstone and Marc Ecko during Nike Presents an All-Star Twenty Fifth Anniversary Celebration of The Air Force 1 in Sport and Music – Decemat Gotham Hall in New York City, New York, United States. To Stone, the Air Force 1 didn’t need a commercial to catapult what was already a market mainstay on its 25th birthday. Rather than relying on hoops, high tops, or high-budget media spends, Stone saw another opportunity. Rather than take the shoe into a new space, they doubled down on the bass that made it matter in the first place.Ĭalling in Cornerstone, the marketing agency built by FADERco-founder Rob Stone, the Swoosh sought out a way to amplify the birth of the basketball shoe that revolutionized the market when introduced in 1982. When the Air Force 1 turned 25 in 2007, Nike felt that weight.
When flipping a classic, you bear both the burden and privilege of familiarity.
While Stüssy streetwear collabs, luxury Louis Vuitton takes, and glossy mid top makeups will play without pause in 2022, it’s easy to forget that many of these remixes were panned or caught flack when they were first unveiled. That’s because chopping up an oldie draws more attention than simply running back the same track. M9tGaF2RdT- billie eilish April 11, 2022 The new shoe and related apparel will launch April 24th on and April 25th on the Nike SNKRS app. Sign up to our newsletter for the latest news and special offers.Billie has reimagined the iconic Air Force 1, alongside a new apparel collection featuring a hoodie, t-shirt, and sweatpants. You can use it to talk about new product launches. Or you can turn this section off through theme settings. You can create a collection through the 'Collections' menu in Shopify admin. To enable this, create a smart collection named All Products and set the condition to 'Product price is greater than 0'.
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