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Skepta has been on a hot streak lately, both domestically and internationally. Not only is his Boy Better Know label repeatedly asserting its legacy in London’s grime scene, but his status as a major artist recently reached new heights with the announce of his latest fashion collaboration — the signature Nike Air Max 97 “SK.”
The sneaker is set to release this Saturday, September 2nd, however this isn’t Skepta’s first time collaborating with Nike. The two parties teamed up back in 2016 for their Blacklisted Air Max BW collaboration, only this time the footwear powerhouse is taking a different approach to their product rollout.
Reports from major Central – Western European cities have shown an abundance of Nike “SK” ads all over town streets. Considering that EU hasn’t seen a campaign quite like this since Nike’s early UK-rap collaboration with grime-pioneer Dizzee Rascal, one might assume that this release is promising to spice things up a bit for EU sneaker culture.
From London to Paris to Berlin, NikeLab has spared no expense to make sure everyone is seeing some sort of “SK” propaganda. Take a look at some of the ad spottings below and take some time to decide whether or not this shoe will be on your drop radar. Seeing how excited these ads are making people oversees — maybe it should be.
Konnichiwa
Berlin Edition @skeptagram #SkAir
Skepta x Nike Air Max 97 Ultra releasing in September #nike #nikesportswear #nikeairmax97 #airmax97 #skepta #modernhype #kicksonfire #nicekicks #solecollector #MHkicks #nikeuk
