Nike x Corteiz: Game, Set, Match

Nike x Corteiz: Game, Set, Match

On Monday the 18th the collaboration was announced in the most Corteiz-esque, disruptive manner. Their signature Alcatraz logo was seen splattered across Nike’s Oxford Street store. It caused a content kind of anarchy. Passer-byes documented the display, flooding it on social media. Initially, speculation swirled that this was a typical clout stunt on Clint’s part and a ‘robin hood/ batman move’. These were all put to bed by confirmation of a 2023 collaboration.

Since the streetwear brand launched in 2017, Corteiz has continued to implement an innovative and unruly marketing strategy. From the frenzied 99p cargo drop in market stores around London to the Bolo exchange- Corteiz has continued to keep its cult following on its toes.

As they’ve grown, their unconventional tactics and designs have earned them worldwide recognition from Virgil Abloh, Nines, Drake and Dave. Corteiz has stayed true and exclusive when collaborating. Choosing to partner up with London-based Soho Yacht, Nigerian Streetwear-Motherlan and artists Meekz and Central Cee.

The Irony of this collaboration is that in 2021 Nike filed a lawsuit against Clint for the eerie resemblance of the brand’s name and Nike’s well-known shoe-Cortez. So this collaboration may signal a new chapter where old conflicts are resolved. So whilst to some the Nike x Corteiz collaboration comes as a shock, I believe it has been a long time coming. Inevitable. It’s the correct move on Nike’s part to better understand their UK consumers. Through Corteiz they tap into UK’s “if you know, you know” culture. I think this collaboration represents something much larger though, I think it reinforces how the rules are slowly changing. In which all of us coming up, have a part to play, a voice to raise and a scene to make. In doing so we can finesse it and change the fucking game.