Futura x Nike - Redefining Breakdancing for the Olympics

This summer, Futura teamed up with Nike to unveil a groundbreaking collection dedicated to the art of breakdancing, as the sport made its debut at the Paris 2024 Summer Olympics. With a shared vision to elevate the intersection of sport, art, and culture, Futura’s designs were worn by professional breakers representing Team USA, Team Japan, and Team South Korea during the competition. This collaboration also included the launch of the “The Jam” breakdancing shoe, designed to support athletes as they showcase their skills on the world’s biggest stage.

Nike and Futura launched the collaboration at a celebration in New York, kicking off with a showcase of the new designs. The collection, featuring jackets, hoodies, and tees, drew from a bold color palette and included Futura's signature motifs and patterns, the iconic Nike swoosh, and national flags for the Olympic teams. Through this collaboration, Nike and Futura not only celebrate the rich heritage of street culture but also pave the way for future generations of athletes to express their craft in the most prestigious sporting arena.

Ami of Japan in action during the B-Girls final [Angelika Warmuth/Reuters]

EXPERTISE: Elevating the Futura x Nike Breakdancing Collaboration

ICNCLST’s expertise brought Futura’s vision to life. The team handled key aspects such as artist management and product design, ensuring that the collaboration was not only artistically driven but culturally resonant. By carefully managing the partnership between Futura and Nike, ICNCLST amplified the collection’s impact, bringing together fashion, sport, and art seamlessly. In addition, we curated an immersive atmosphere that was brought to life by the legendary DJ A-Trak. With a deep understanding of both the cultural landscape and the breakdancing community, we ensured that the event and collaboration resonated beyond the streets, capturing the essence of the sport's Olympic debut.

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