First released in 1972, the Nike Cortez was the first Nike to offer visible technology and has become a pop culture icon. Over the years the shoe has been worn by champion sports people and has been embedded in west coast hip hop street style. The Cortez has blended well with low and high fashion trends, and connects generations through the memories associated with its long history as a pop culture icon. This year Nike celebrates 45 years of the Cortez allowing wearers to ‘Just Do It’.
Nike celebrates their classic Cortez with a new campaign. The concept for the campaign shoot draws inspiration from the ’60s and ’70s, and the territories of the Nguni peoples. Looking at how traditional and contemporary cultures collided during that period and place, the shoot also contextaulises and draws parallels with South Africa’s current fashion and cultural trends; namely identity and gender fluidity. Channeling autumn colours and moods, the Cortez is placed within a futuristic gold tinged landscape.
