Nike and designer Martine Rose are extending their long-standing partnership into the burgeoning world of esports and gaming. The new "Nike x Martine Rose Sport" collection celebrates the unique culture of gaming, emphasizing skill, individuality, and expression. This collaboration aims to bridge the gap between sport, streetwear, and the digital arena, offering apparel, footwear, and accessories designed for both gamers and athletes.
Key Takeaways
- The collection merges sport heritage with gaming culture, inspired by 1990s LAN parties.
- It features relaxed, functional pieces like football kits, hoodies, and a reimagined ski parka.
- The footwear includes a new iteration of Martine Rose’s Shox MR4 mule.
- The campaign highlights elite gamers as "digital athletes," captured with a nostalgic aesthetic.
A New Frontier for Sportswear
Martine Rose, known for her ability to find and highlight niche corners of mainstream culture, expressed her excitement about exploring gaming through fashion. "Gaming is a new lens into how we view sport, and I want to help expand that lens," she stated. The collection is designed to reflect the inclusive and competitive nature of gaming, where anyone can participate and connect.
Design Philosophy: Skill Over Status
Inspired by the spirit of 1990s LAN parties, the collection intentionally blurs the lines between sport, gaming, and streetwear. It’s rooted in Nike’s sport heritage but deeply informed by gaming culture. The pieces are crafted for the "modern athlete"—someone who is connected, competitive, and expressive. Rose emphasized that "the world of competitive gaming informed every aspect of our new collection." Each item is designed for purpose, focusing on comfort, mobility, and flexibility, creating a relaxed mood suitable for both gamers and their competitive environments.
Collection Highlights
The "Nike x Martine Rose Sport" collection includes a range of relaxed and functional apparel, such as football kits, hoodies, shorts, and fleece pants. A standout piece is a water-repellent, sweat-wicking ski parka, which is a modern reimagining of a 1990s ACG jacket from Nike’s archives. A versatile cross-body bag is also included for on-the-go essentials.
Footwear is equally central, featuring the latest iteration of Martine Rose’s Shox MR4. These shoes transform the iconic Shox R4 into a mule silhouette, characterized by an elevated heel and a squared-off toe, reminiscent of a classic dress shoe.
Campaign Featuring Gaming Heroes
The campaign for the collection draws on Martine Rose’s ongoing interest in the intersection of sport, identity, and culture. It features a cast of elite gamers, including Ana, Billy Mitchell, Scarlett, SonicFox, and TenZ, portrayed as "digital athletes." The imagery captures their skill and intensity through a nostalgic lens, echoing vintage Nike advertisements that celebrated top athletes of their time.
The 2025 Nike x Martine Rose Sport collection is set to be available globally on October 30th via nike.com and select retail locations.
