The Imaginative Takeover Highlights the Ongoing Partnership’s Latest, Olympics-Themed Drop
Olympics fever has struck Selfridges with a special pop-up featuring Nike’s athletic and chic collaboration with Jacquemus.
The Wonder Room in the ground floor of the store’s historic London flagship now showcases a metallic gym locker room installation, complete with an awesomely oversized red Le Swoosh bag from the collection. The window display on Orchard Street also adopts the sports theme, resembling a gym locker room with oversized items like a silver dumbbell, a skipping rope, and a shake bottle, extending Jacquemus’ penchant for larger-than-life activations.
“This collection is born from the inspiration I find every day in Paris and in Nike’s athletes and the sports references I have always loved. My favorite part of the process is always research and development, and to dig into the Nike archives. I also collect a lot of vintage Nike on my own, it inspires me a lot in the process,” shared Simon Porte Jacquemus.
Jacquemus reimagined Nike’s Air Max One sneakers with a metallic twist and mesh fabrication. To unveil the second collaboration with Nike, Jacquemus invited Serena Williams, Beatriz Hatz, Manu Rios, and many more to star in a massive and fun campaign that took over Paris and formed the designers directorial debut.
To me there is nothing higher than athletes, they are living gods. Beyond their style, they embody values that fully connect in terms of achievements,” said the designer. “It was important to me to celebrate global sport icons such as Serena. Her star power as an athlete is unparalleled. She has paved the way for a new generation to redefine winning on their own terms.”
Simon Porte Jacquemus