That little iconic swoosh. We know and love it well, and it’s been marking up our favourite garms and creps for generations now, becoming synonymous with some of the most reactionary ads and movements of recent times.
And now, all eyes are on the brand again for their latest campaign, Nike React Element 55 By You, a celebration of their newest drop which enlists the help of London’s most exciting and reactionary homegrown talent.
A lush hybrid of the Nike Internationalist (check that stylish upper) and Nike React (only the best sole technology, ofc), the React Element 55 is named after element 55, Cesium, the most reactive metal on the periodic table.
It’s available in the explosive key colourway (an iridescent blend of fuchsia and blue), or you can choose to jazz it up with the customisation option, Nike By You. Meaning? Endless takes on vibrant colour palettes, materials and trims, encouraging you to spark a reaction by capturing your own unique energy, your way.
With this unstoppable energy in mind, Nike has brought together three London-based creatives, each formidable forces making waves in their respective industries – photographer Lauren Maccabee, stylist and journalist Bemi Shaw, and makeup artist Salwa Rahman.
Each of them have infused the new drop with their own dynamic personalities, creating their own customised designs.
Read our interview with Nike React Element 55 collaborator Bemi Shaw
Read our interview with Nike React Element 55 collaborator Lauren Maccabee
Read our interview with Nike React Element 55 collaborator Salwa Rahman