Following last year’s kick-off of The Wave, Amsterdam-based streetwear brand and retailer Patta and Nike are at it once again with a collaborative endeavour that tweaks the latter’s iconic Air Max 1 into this season’s most coveted trophy. Aptly dubbed The Next Wave, the design follows the sneaker’s classic silhouette and the now iconic wave pattern, featuring Patta‘s signature logo on the tongue and sock liner in two new colourways. Interestingly, The Next Wave is inspired by the African-American proverb Each One Teach One which originated during the dark period of slavery in the U.S., but it’s also rooted in Patta’s vision to create a connected community around the planet. And that’s not all folks. In the spirit of the collection, Patta will host a two-day mentorship exchange at Nike’s SHAPA Soweto community centre in Johannesburg.
For Patta, uplifting its beloved community is firmly embedded in the company’s mission, and for the last few years, it has aimed to instigate change by building initiatives such as the Patta Academy and the Patta Foundation. The new campaign of The Next Wave has been lensed by American photographer Shaniqwa Jarvis who captured creatives who have been empowered through generational exchanges of ideas, stories, and skills, including New York City-based grill maker Eddie Plein, illustrator Aya Brown, South African deejay DBN Gogo, as well her compatriot, entrepreneur Wireless G. Both The Next Wave campaign and the Patta Academy mentorship will kick off this month, while the Nike x Patta collab collection will be available from Fri – Aug 12 in Patta stores in Amsterdam, London and Milan, but also online at Patta x Nike and SNKRS in Europe.
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
