For the newest Nike By You release, the sports brand has enlisted Nigerian content creator, Jade Macpepple-Jaja to create some magic with the Air Max 95.
The athletic earth-toned sneakers, nicknamed the “INC” are the influencer’s first co-design with the brand.
On the Nike site, she reveals that the design concept was pulled from a combination of her personal style and desire to show the strength and beauty of black women. This highlights her long intention to encourage women to “still push through boundaries and achieve greatness” despite being told they have to work thrice as hard.
View this post on Instagram
Can’t believe I’m really typing this but my sneaker ‘INC.’ that I co created with @nike and @nikebyyouworkshop goes live tomorrow at 9AM For me this sneaker is a way for me to share my journey and my story and is a way for me to raise further awareness of the necessity for true diversity, inclusion and equal opportunities for people who look like me not just in the creative field or the legal industry but across all industries. As black women many of us have always been told we would have to work twice as hard but yet we still push the boundaries and achieve greatness! 9AM Link in my bio! Thank you so much for all the support in advance! I love you all so much I will be donating a portion of the proceeds of this drop to @blackmindsmatter so please do support and cop if you can! Keep speaking up for black people, keep speaking up for justice. Black lives still matter, true change starts with unity ✊? Video: @shootashwin Creative direction: @rubensmoda Photography: @_alejandra27 @yaw.shoots Styling: @sweetbabybeth Hair: @larochellecreations #nike #sneaker #nikedrop #newnikesneaker #newsneakers #video #videography #nikevideo #sneakervideo #sneakerhead #sneakers #sneakershoot #freshdrop #sneakers #photoshoot #videoshoot #behindthescenes
Additionally, she shared the other intent of the creation on Instagram saying:
“For me this sneaker is a way for me to share my journey and my story and is a way for me to raise further awareness of the necessity for true diversity, inclusion and equal opportunities for people who look like me not just in the creative field or the legal industry, but across all industries.”
The limited-edition pairs will be available for purchase from July 31 to August 10 on www.nike.com.