Blog

After much anticipation and alottttttt of pre-event coverage (SBS is currently the only channel I can receive on my TV at home and good lord have I watched a lot of football related stuff of late, can we start this already!) the 2010 World Cup kicks off tonight. To celebrate, Nike Sportswear has joined forces with The Atrium in Sydney to present the Nike Sportswear Collab collection. Nike Sportswear worked with established and emerging artists from six countries to create alternative National Team Kits that flip the script on the classic football kit.

Each kit available at The Atrium will include either a pair of Nike Sportswear footwear and/or apparel item. Unique twists on iconic silhouettes including the Air Max BW Gen II, Dunk High AC and Nike LunarLite Chukka Woven provide plenty of options to express team pride and yet stand out from the pack.

Usually an appointment-only store, The Atrium will open its doors daily from 11.00am – 6.00pm from Friday 11 June – Sunday 27 June. 

Keep an eye on http://www.facebook.com/nikesportswear to see what’s coming up after hours at The Atrium also! The Atrium:  Shop 5, 591 George St, Sydney (enter via Eager Lane off Sussex Street)

The other two key styles for us this season are the Grand Slam polo and the Lunar Rejuven8 Mid. (Pictured in the gallery).

The Six Collaborations with a “State of the Art” Twist (some of which will be available at the Atrium) are based around the kind of items one would find in a footballers bag. Nike Sportswear approached established and emerging artists from six countries to create alternative National Team Kits that flip the script on the classic football kit.  “They would be the same colors of on-field uniforms, but with the artists’ twists.” says Jarrett Reynolds, Nike Sportswear Apparel Design Director. In order to accomplish this, the Nike team asked artists contribute a badge, mascot, print and an alphabet in their handwriting style.

Each collaboration includes N98 Track Jacket, AW 77 hoodie, kit tee, polo shirt and short for both men and women. Each kit includes a selection of Nike Sportswear footwear coordinated with the apparel. In addition to a team-color customized Nike LunarRejuven8 Mid and Air Max BW Gen II, additional silhouettes such as the Dunk High AC and Nike Lunar Chukka Woven have been selected to provide plenty of options to express team pride.  The simple but classic look of Nike Lunar Chukka Woven and Dunk High AC give fans choices of style to wear the team kit.

Artists involved in the project are:

England: James Jarvis

Brazil: Nunca

Netherlands: Delta

France: So Me (pictured)

USA: Mister Cartoon

South Africa: Kronk (see a vid of his work for Nike above also)