Nike x Patta 'Publicity, Publicity, Wohoooow!' - Now Online

“Traveling. Visiting each other. Getting to know each other. For us, that is where the collaboration between Nike and Patta started,” explains Patta’s Vincent Van de Waal of the latest collaboration with Nike which centres of the multilateral meaning of the phrase 'Publicity, Publicity, Wohoooow!'

Tapping 11 global creatives to produce promotional materials in their own visual style, this lookbook by Stephen Dayo celebrates the photographer's Nigerian roots. With eclecticism, diversity, and versatility at the heart of the Amsterdam-based outfit's creative vision for the project, this unique collection of international artists and content makers produced a series of images that captured the spirit of the collection in myriad forms.

A self-possessed and honest nod the power of collaboration in attracting hype and notoriety for those involved, Patta and Nike do away with all pretence for this capsule of footwear and apparel - celebrating the onslaught of publicity without shame.

The Nike x Patta capsule is now available to shop at END.

writerEuan Smart