The American singer Billie Eilish has teamed up with Nike for the latest celebrity footwear collaboration, Lifestyle Asia reports. The AJ1 KO sneakers were originally released in 1985, and although they were never the most popular style at the time, they have built up a cult following over the intervening decades.
The sneaker’s very lack of ubiquity has added to its cool factor, and now the shoe has a high resale value, and is sought after by collectors. It’s moving from being a niche favourite to a more mainstream choice of sports shoe in 2021. The latest iteration from Billie Eilish is typically bold and vibrant, and features her trademark bright green hair colour.
Named ‘Ghost Green’, the sneakers are the same shade all over, including laces and soles. Elish’s own Blohsh emblem is featured on the tongue, replacing the Nike Swoosh logo which usually occupies that spot. The neon fully canvas uppers are a nod to the singer’s eclectic style, and also the Don C x Jordan Legacy 312 sneakers, according to Lifestyle Asia.
The sneaker celebrity/collaboration is now a firmly established tradition. Since Run DMC first released their hit track My Adidas in 1986, trainers have transcended the sports arena and become major players on the fashion, movie, and music scene. A rare sneaker launched in their name is pretty much a must-have for any credible young cultural star now.
Perhaps the most well known of all are the Yeezy sneakers, the result of a collaboration with music star Kanye West. The debut sneaker, the Air Yeezy 1, was released to great anticipation in 2009. The results were suitably controversial, with purists disliking the shift of purpose from sport to fashion, which had never been so boldly stated before.
The Air Yeezy 1s were a complete makeover, with a new silhouette and block colours that were revolutionary at the time. They were followed up in 2012 with the Air Yeezy 2, released in Solar Red and Pure Platinum. They sold out instantly, and are now a collectors’ item worth thousands of pounds.
West’s last collaboration with Nike before he defected to Adidas, were the Red Octobers, and they sealed the company’s move into purely the lifestyle division. The sneaker didn’t even pretend to make any technological claims, and were brazenly all about the image. The limited editions are among the world’s most collectable sneakers.
Travis Scott is currently one of the hottest celeb/sports brand collabs around at the moment. The rapper, who was born in Houston, Texas, who has shot to fame on the back of his Astroworld album, has worked with Nike to put his own spin on various versions of the Air Force 1s and Air Jordan VIs.
Like Billie Eilish, the rap star has released sneakers with the original logo replaced with his own insignia. His signature twist is to introduce a retro, textured and colour block vibe to the iconic sneakers, which he wears on his extensive world tours.
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