Nike is always looking for new ways to innovate in the competitive lifestyle sneaker market. For the same, they submerged in an American sport almost a century old, but rarely mentioned in the world of fashion footwear: american football.
This unexplored territory contrasts with Nike's long history in basketball, tennis and athletics. However, with the recent resurgence of the Field General model and Bode's collaboration with Nike, the brand seems to have found the perfect strategy to compete in the increasingly cutthroat casual market.
Nike has officially announced its collaboration with Bode
And finally, they confirmed their collaboration with the New York brand Bode. The photo campaign, shot by Jeff Johnson, Nike's first employee, features images of Emily Adams Bode Aujla, founder of Bode, alongside her father Bruce, who played defensive tackle in his high school days.
The unisex Bode Rec. model and the Nike collection, which includes the Astro Grabber, will launch on April 18 at bode.com and May 1 on SNKRS.
A little history
The Nike Astro Grabber was the Beaverton brand's first foray into American football, utilizing the Nike Waffle outsole for the high-impact sport.
Despite the limitations of the era, the shoe's simple design, featuring a mesh and leather upper atop a lugged sole, fits perfectly with current casual and minimalist footwear trends.
Bode, the brand founded by Emily Adams Bode Aujla, has unveiled a second colorway of its collaboration with Nike. This new version maintains the mesh upper, modified toe guard and co-branding on the tongue, reminiscent of the '70s.
Like the black leather pair that debuted earlier this year, Bode's Astro Grabber opts for a tonal low-profile sole.
Beyond American football, the key to the success of this collaboration seems to be nostalgia. Footwear fashion trends are increasingly leaning towards the past (as evidenced by the success of the adidas Samba), and Nike's retro offerings have been hugely successful.
The Nike 1972 QS, for example, has turned a running classic into one of the most popular cult models of the last decade. Additionally, the Cortez will be the brand's focus in 2024 and beyond, with the re-release of the original “Forrest Gump” colorway later this year.
The collaboration between Nike and Bode is an innovative bet that combines American football heritage with modern, minimalist aesthetics. This union could mark a before and after in the casual footwear market, while opening the door to new collaborations with brands of other sports and styles.