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Nike & Streetwear- Corteiz

One of the reasons Nike has been so dominant is because of their mix of sportswear and streetwear. Many other 'sportswear' companies don't do this. However, it is not only the fact Nike makes Streetwear clothing, shoes and accessories but also the collaborations Nike pursue, gaining the interest of a wider range of consumers like myself.

A recent collaboration Nike made in streetwear was Corteiz in March 2023. Corteiz is a London based streetwear label founded in 2017 by Clint419. Corteiz are known for exclusivity- through private social media accounts and the need for passwords to be able to buy their products. 

Having personally bought items from Corteiz and seeing the 1.4 million Instagram followers they have gained whilst having a private account. It is very clear to see why Nike wanted to collaborate with Corteiz and are releasing a second launch this year with the streetwear brand. In a YouTube video Clint419 explains the collaboration.

There is clearly a huge contrast between Nike and Corteiz. So why was their collaboration a huge success for consumers and for the two companies? I think that with Nike's clear long lasting legacy in sportswear lends itself to trying new things with smaller and fresh companies in the world of fashion streetwear. Doing this also means that Nike stay relevant with younger consumers globally. The exclusivity of these limited edition Nike collaboration pieces also drive hype  generating  demand for Nike products, especially among sneaker collectors. This helps Nike maintain its dominance in the streetwear market. 

As for consumers like myself we got to see one of the most popular Nike shoes, the Air max 95/ 110's, get a custom Corteiz x Nike design. Overall, the Nike x Corteiz collaboration was a classic showcase of street culture and global sneaker innovation, benefiting both brands with increased visibility and cultural relevance.























Location: Glasgow, UK

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