Nike Air Tech Challenge
February 4th, 2008
220198380670 One of the stranger shifts in perspective in the sneaker game has been Nike’s complete shift to helping out sneakerheads, throwing them bones where they didn’t used to. In 2003 pining for rare airs and developing taste on Niketalk would mean something, but not yield much in the way of results. Like a wildwood? Too bad; only two will drop this year, and in colors you wouldn’t predict (what’s up, rhino). Now though it seems Nike is meeting her minions halfway, throwing out orange and paisley Joy Division Trainer IIs for all the college kids out there.. and it’s been five years since I was fucking with it for a year. The mask at Nike seems to be down, at least for the casual, sneakerhead division. You bark loud enough, ask for bright shoes, she’ll give them to you. I sort of miss the days when the old girl was an opaque monolith, giant, incalculable. What got pimped and why was never apparent, though sometimes she’d throw you a bone. Why did she drop those Mowabbs (scroll way down for AJ’s take)? Why did she make Mids, and then dead ‘em?
These tech challenges fall with the latter. The originals were great shoes, with a great ad campaign, to be sure, and could hold their own on the quality of concept scale with any Jordan, Force, Flight, or Trainer, depending who you ask. But, forgotten to the sands of time, their image languished on the shelf. Rightly so: Andre Agassi, their face, cut his hair, copped a long term girl, and eventually fell off. As for the clothes.. weren’t no doggs wearing these like they did Jordan wear. So leave it to a handful of bums to bid up mislisted auctions, right around the New Hampshire primaries. Leave it to doggs making threads, nerds buying cred, bored men filling their nights with the rest of their paychecks.. So Nike hollered, and hooked some doggs up with a great shoe, one some have been bumping in the corner for a minute. But by this point it was too late…




