Nike and Martine Rose Blur Sport and Screen
Fri 31 Oct
Nike and Martine Rose unveiled the latest chapter of their eight-year collaboration, translating the culture of gaming into contemporary sportswear. Drawing inspiration from 1990s LAN parties and the inclusive world of Esports, the project explores how athletic identity extends beyond traditional arenas.
The Shox MR4 Mule pushed the envelope, and it’s exciting that people embraced them.
Martine Rose
Reinterpreting performance wear, the line embraces bold, familiar forms. Tracksuits, ski parkas, and football kits feature a new joint crest and jacquard swoosh, while the Shox MR4 mule anchors the assortment. First introduced in 2022, the hybrid silhouette returns in white, silver, and red, showcasing a continued commitment to creative risk. Rose recalls, “They were crazy, they pushed the envelope, and it’s exciting that people embraced them.”
Shot by Arthur Williams and styled by Tamara Rothstein, the campaign presents Tenz, Ana Dumbrava, Billy Mitchell, Scarlett, SonicFox, and ChickenNugget as contemporary athletes of a digital age. Imagery references vintage Nike posters, connecting archival storytelling with a new generation.
A Dover Street Market installation underscores the cultural significance. It serves as both a fashion statement and a commentary. For Nike, it extends the dialogue beyond sport. For Rose, it continues her study of community, subculture, and design codes.
Ultimately, the collaboration recognises that athleticism exists everywhere: on screens, in stadiums, and in the spaces between.
EXP Perfection
Nike x Martine Rose by Arthur Williams
Stylist & Art Director: Tamara Rothstein
Video Director: Arthur Williams
Hair: Gary Gill
Makeup Artist: Marina Belfon Rose
Prosthetic Artist: Tilda Mace
Manicurist: Ama Quashie
Set Design: Polly Philp
Casting Director: Isabel Bush
Music: Sasa Crnobrnja
Artwork: International Magic
Production: CEBE Studio
Installation: Dover Street Market, London