In celebration of Nike’s new Court collection, the sportswear dominator and Ronnie Fieg’s KITH held an event in Soho.
The two brands have come together in a Snarkitecture designed space to bring sneakerheads and streetwear enthusiasts alike a rotating selection of “special edition silhouettes.” The shoes and KITH Treats offering come in Olympic style options, red, white and blue being a major player. Customizable NSW x KITH tees and other options are available as well. The space provides not only a great aesthetic, but a chance to look into Nike’s history with tennis.
“We create a memorable moment where we use product releases as a notch in the timetable. Product comes and goes, but spaces live in your memory bank forever. So you want to make it special for people, when they come in they can see the full story. For us, it’s like an educational experience. We want people to leave here knowing a little more about why they are buying a specific product,” Feig said.
The event featured a first hand look and chance to buy the merchandise and a brief history of some of the tennis classics, but also a style discussion with a panel of Olympian tennis players. Nick Kyrgios, Madison Keys and Jack Sock sat down with Mark Anthony Green of GQ and discussed some of their greatest style moments and inspirations in the game.
“I actually got into tennis because of Venus Williams’ tennis outfit,” Keys said. “Not the sport itself, it was actually just the dress. As a four year old, didn’t care about any type of sport, just wanted to look good. Here I am all these years later and I do play for more than just the clothes now.”
All three Olympians could agree that Nike has been one of their favorite brands to play in, even Sock noting that he has a pair of Jordan Federer’s that he refuses to take out of the box. If that’s not relatable, what is?
The Nike x KITH shop is up and running right now at 644 Broadway, make a visit.