Ending the week’s speculation, Tiffany & Co. And athletic powerhouse Nike debuted photos and social media posts confirming its footwear collaboration, along with a limited-edition sterling silver accessories collection.
Set to release to the public on March 7, the Nike x Tiffany & Co. The Air Force 1 Low 1837 shoe comes in premium black suede and features a subtle Tiffany blue on the leather’s famous Nike Swoosh. The shoe also features co-branded silver detailing on top of each heel. The shoes retail for $400, according to a Tiffany press release.
There have been mixed reactions on social media. Some commenters appreciated the support and seemed ready to buy. Others wondered why this particular shoe was chosen, as some songs, memes, and general language had a negative reputation for the shoe—the Black Balls, or AF1s, were known as shoes that “the uncool” could wear, some noted.
In its press release, Tiffany said the company selected the shoe to honor the 40th anniversary of Air Force One. The press release states, “The shoe… is the first partnership for the brands in a ‘legendary pair.’
“Each design is a celebration of the Nike x Tiffany & Co. Air Force 1 1837 as a showcase of the House’s unparalleled savoir faire and craftsmanship,” Tiffany said in a statement.
Jewelry designer Amina Sorel calls the partnership and the resulting products “a win-win for everyone.”
“Nike and Tiffany team up for an epic campaign that will be appreciated by both jewelry and sports connoisseurs,” says Sorrell. JCK. “Into ‘Just Do It.’ [Tiffany] Blue signifies the emergence of elegance and accessibility that jewelry lovers and sneaker lovers didn’t know they needed.”
Nike x Tiffany & Co. The Air Force 1 1837 will be sold at two Tiffany locations in Manhattan: the flagship Next Door and the SoHo store. It will be available globally through Nike’s SNKRS app and at select Nike partner retail stores across North America.
As part of the collaboration with Nike, Tiffany will offer sterling silver accessories priced from $250 to $475. These co-branded items include whistles, shoes, shoe brushes and dubrae for the shoe’s signature laces. Individual prices on each item were not available, and Tiffany did not respond to additional requests for comment on pricing.
Sneakerheads have long been waiting for a Nike and Tiffany collaboration. There are some Tiffany-inspired shoes already on the market, but they are not an official partnership between the two brands.
Hype peaked over the weekend before the official shoe release announcement as leaked images of the collab found their way onto Instagram and other social media. Tiffany finally teased the partnership on Instagram; The post received over 1.4 million likes.
In the hours following the Jan. 31 announcement, public reaction ranged from dismay—some commenters said they would have preferred a white shoe with a Tiffany blue Swoosh—to concern that the shoe was a form of lightening. Photos of basketball great LeBron James wearing the shoes gave life to the news for another day.
Tiffany has had a variety of similar social media moments over the past few years, including images of the crown of thorns it created for musician Kendrick Lamar and the use of Jean-Michel Basquiat’s art in its “About Love” campaign with Beyoncé. Jay-Z.
The brand has also enjoyed major successes of late, including its gender-inclusive Tiffany Lock, a modern take on the bracelet that has gained Tiffany new, younger customers. Its parent company, LVMH, recently reported record sales and credited Tiffany in its press release.
“Tiffany & Co. had a record year, driven by its growing desirability. While its high jewelry revenue doubled, the new lock bracelet collection, rolled out in North America, enjoyed great success along with other iconic lines,” the company said.
Top: The two product giants made their collaboration official on Jan. 31, revealing the Nike x Tiffany & Co. Air Force 1 Low 1837 shoe and four sterling silver accessories. (Photos courtesy of Tiffany & Co.)
follow me Instagram and Twitter
Follow JCK on Instagram: @jckmagazine
Follow JCK on Twitter: @jckmagazine
Follow JCK on Facebook: @jckmagazine
