Nike Tuned Air 25th Anniversary

Nostalgia is bitter-sweet, and evokes deep reflection. The reflection of TN’s rich past. As though it had a soul, these memories never fade. Like the hard plastic that encases you, it represented the suburban grit in its youth.  We pay homage to its roots, modernising the bones of the fuck-you-shoe’s subculture. The past is what sets up the future. without what was, what will be cannot exist.

We built a temporary corner store in Western Sydney to celebrate the staunch subculture and iconic brand identity that is the Tn. With fridges and shelves lined with nostalgia-baiting custom products, lottery scratchies, custom branded soft drinks, slushies and cereals to gum, sunglasses and newspapers. We extended outwards with a large-scale mural and graffiti moment on the building itself, a coin-operated Tn phone booth, and a dressed 1998 BMW E30 parked out front.

A curated Nike Tuned Air museum was also held behind the store to connect the old and new, and represent the launch of globally renowned publication Sneaker Freaker magazine’s STAY TUNED publication in collaboration with Foot Locker. The museum brought to life with the input of notable artists and collaborators embedded in the local community, featuring archival pieces from all over the world shipped and displayed as an exhibit for the public to engage with.