International streetwear, sport and sneaker brand Nike has pinpointed South African store Shelflife for its first African collaboration – with it’s official launch set to take place in both Cape Town and Johannesburg.
The Air Jordan (AJ2) 2 is embarking on its 35th Anniversary in style. Hitting us with a triple-threat of collaborations, the Jordan Brand, presents partnerships with three key retailers across the globe. Chosen by champion brand builder Nike, for a first ever collaboration on the African continent, South Africa’s premier sneaker store Shelflife claims a chunk of history.
The respective two comrades Titan Store and Shop Two 18 stood beside Selflife in receiving the cherished opportunity of creating and executing their own colourway concepts on the Air Jordan 2 Low. Each institution relayed their unique visions to the creative team at Jordan, with the resultant product a true representation of the respective regions. For their capsule name, Selflife adopts, TEAM ONLY, as sentiment to their community as well as the people behind their brand.
Keeping an authentic approach, the team of 35 working at Shelflife, all of which have their own unique stories, quirks, and experiences worked together in designing the shoe and everyone’s input was valued. Each employee’s signature is featured on the shoe’s inner sole.
Leading up to the collection’s release and launch event, there has been a monumental build-up of anticipation – from the styling components of the shoe and its different elements. To-date, sneakers have become style items and statements of identity. What we see here isn’t your average sneaker and apparel display. There’s a lot of inspiration behind this story, and there are a number of ways to classify this capsule collection. Nick Herbert, Founder and Creative Director at Shelflife says, ”This is the biggest moment for sneakers in South Africa’’.
The Jordan x Shelflife range became available at Shelflife in store on 20 October in Cape Town and Johannesburg and online from Friday, 21 October 2022. In addition to the sneakers, retailing at R3,899, the Jordan x Shelflife range includes a TEAM ONLY range of clothing. The range will be distributed globally through Jordan’s top tier neighbourhood boutique partners and the Nike SNKRS app globally in October 2022.
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