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Nike has become over the years the leader in the world of sneakers and the world's leading equipment manufacturer. But it should be noted that this was not always the case. In 1973, the Oregon-based brand was established mainly in the world of running, in which it performed well. The creators of Nike, Phil Knight and Bill Bowerman, wanted more. Ambitious and with a strong desire to develop in new sports, they decided to conquer basketball. The NBA is experiencing exponential growth, making basketball the number one sport in the US. However, a well-known brand, Converse is already very present on the league's floors with its famous Converse All Star Chuck Taylor 70. So the swoosh brand has to create quickly and release a model to increase its notoriety. A pair of minimalist style shoes with a leather upper and a large swoosh appeared. A classic shoe but terribly comfortable for the shoes of the time, it holds the ankles of basketball players perfectly.
Once the silhouette was created, it needed a name that would be remembered forever. As a symbol, Nike decided to name its first basketball silhouette Blazer in homage to Geoff Petrie, the first basketball player of the franchise to have worn a pair of Nike shoes in the NBA. Nike is going to offer itself a choice ambassador with George Gervin, famous player of the San Antonio Spurs between 1972 and 1985. A true sports icon, the man nicknamed Ice Man will propel the pair to the rank of sneakers basketball reference thanks in particular to impressive stats that earned him the title of leading scorer in the NBA 4 times. A true icon, he will proudly display the Blazer on the communications of theOregon-based manufacturer. Thus Nike had just signed its entry into the world of basketball, but without knowing it, this silhouette was going to take a whole other turn with the rise of skateboarding but also of the culture sneakers !
Skateboarding, hip hop will begin to emerge and explode in the 80s. Many performance shoes will then take another dimension more lifestyle, this is what we will call the sneakers. Little by little the Nike Dunk and the appearance of the Jordan will precipitate the decline of the Blazer in the world of basketball to the benefit of skateboarding. The pair is perfectly adapted to the practice of skateboarding allowing an effective support of the ankle of the riders. Its flat sole, its sober design make this sneakers a classic that can be adapted to any sport and any situation. There are also versions that play with materials such as leather and suede. Similarly, the Low version makes its appearance which will amplify the lifestyle aspect of the silhouette. Once the model is well developed the brand with the swoosh will rely on strong collaborations as with Slam Jam, Off-White or even the editions Nike Sacaito amplify its influence. The Blazer will know a notable revival with the creation of the range Nike SB.
As usual Nike does not hesitate to collaborate with various worlds to revisit its classics. We thus find collaborations that have marked the Nike Blazer as with the Slam Jam. Released in 2019 in a first white colorway, this sneakers extremely limited to 1977 copies saw itself out of stock very quickly. Celebrating the 30 years of the Italian store, this model has a black leather swoosh embroidered in the opposite direction on the inside which makes all the charm of the silhouette. A black declination also saw the light of day in late 2019 taking up the same design. This sneaker shows the love of the model among basketball fans. What also gave a second wind to the model is the work of the famous designer Virgil Ablohartistic director of Louis Vuittonmen's collections anda big fan of the range Air Jordan. By creating his collection Nike Off-White named THE TEN, he will put his signature and his vision of a modern and unstructured fashion. We see appearing 3 colors playing on transparent materials and a swoosh rethought in its positioning with the Nike Blazer Off-White The Tenthe Black and the All Hallow's Eve. Real collection piece, this collaboration marked the revolution of the silhouette of the brand with the swoosh. In the same line, the famous Japanese designer, Chitose Abe and his label Sacai, will revisit in his way the Blazer in 4 colors with the Black Legend Blue, the Snow Beach, the Black, the White. True to his work we find lined materials with 2 swoosh superimposed, 2 tabs and 2 laces. Once again, this collaboration was an immediate success. Through time, Nike has managed to identify trends to rethink its classic model to ensure its longevity.
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