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Another vet is returning to the Swoosh as Frank Cooke announced his return to Nike/Jordan Brand.
Cooke, who left the Swoosh in 2018, announced his return with a mission.
“I’m not saying I’m the one ya’ll trust to do it,” he said on his Instagram story. “[B]ut I’m going to attempt to restore the feeling, be considerate of the current state of the industry + have a whole lot of fun while doing it.”
Cooke has been a key figure in the sneaker industry, particularly for his contributions during his tenure at Nike and Jordan Brand. Starting his career as the creative director at Wish ATL, Cooke quickly gained recognition for his deep knowledge of sneaker culture and unique design vision. He began working with Jordan Brand as a product line manager, where he played an influential role in curating some of the most coveted releases.
Frank Cooke is returning to Nike / Jordan Brand after departing in 2018?
“I'm not saying I'm the one ya'll trust to do it … but I'm going to attempt to restore the feeling, be considerate of the current state of the industry + have a whole lot of fun while doing it.” ?? pic.twitter.com/CRHNPamrb1
— Nice Kicks (@nicekicks) September 27, 2024
\Cooke’s approach to sneaker design and collaboration was rooted in storytelling and authenticity. He focused on maintaining the heritage of the Jordan Brand while also pushing it into modern spaces by collaborating with contemporary designers, influencers, and collaborators. His work on retro releases, player-exclusive models, and limited-edition drops was widely praised for striking the right balance between nostalgia and innovation. Cooke helped bring iconic sneakers like the Air Jordan 1 and Air Jordan 3 to new generations, often introducing fresh colorways and materials that resonated with both longtime sneakerheads and newer fans.
His influence extended beyond footwear, impacting apparel and lifestyle collaborations that broadened the brand’s appeal. Cooke is also known for mentoring younger creatives and designers, solidifying his role as a bridge between old-school sneaker culture and today’s more dynamic fashion ecosystem. His tenure at Jordan Brand left a lasting legacy in how the brand connects with its audience.
After departing the brand in 2018, Cooke worked throughout the industry from creative director at Shoe Palace to bringing energy to ASICS.
With the return of 32-year Nike vet Elliott Hill as the newly appointed CEO and now Cooke at Nike, Inc., Nike’s signature bravado seems to be coming back, one hire at a time.
Keep it locked to Nice Kicks on Instagram and the sneaker release dates page to stay on top of the latest news and drops.
