The brutalism of Naples in Foot Locker's campaign for Nike Air Max DN8

Foot Locker recently presented the new model of Nike Air Max DN8, a sneaker that not only represents an evolution in sports footwear technologies, but also a tribute to the fusion of tradition and modernity. With its futuristic design, the Nike DN8 fits into a context that recalls the legacy of the famous Air Max, but with a redesign that found perfect alignment in the campaign dedicated to the sneaker's launch, set among the major architectural monuments of brutalist Naples, which thus becomes a symbol of a city that combines past and present to create an ever-evolving and new identity. The raw concrete structures that characterize the skyline of Naples – an emblem of brutalist architecture rooted in the post-war period – blend with the intense vitality of the contemporary artistic and cultural scene, creating a visual landscape perfect for telling the duality of the new sneaker. In this frame, the Nike DN8 becomes the symbol of a meeting between past and future, technology and tradition, innovation and authenticity.

Foot Locker has chosen to make Naples the focal point of its campaign, recognizing that this city is a fertile ground where urban culture expresses itself in all its forms. To add more depth to the project, the retailer decided to collaborate with some of the most influential Neapolitan talents, who not only represent the city's music and cultural scene but also its evolution towards an increasingly international landscape. The protagonists of the campaign embody this union of the historic and the entirely new: Nicola Siciliano, Silvestro Baffo, and Altea. Nicola Siciliano is one of the most representative voices of the Neapolitan rap scene. With his track P Secondiglian, in collaboration with Geolier, he brought the music of his neighborhood, Secondigliano, to the national stage. His ability to blend the Neapolitan dialect with modern trap sounds makes him an authentic figure, perfectly reflecting Foot Locker's aesthetic and the energy of the streets of Naples. His presence in the Nike DN8 campaign is not only a tribute to local culture but also a message that celebrates the evolution of the urban music scene. Alongside him is Silvestro Baffo, a DJ and content creator who has turned his passion for music and urban culture into a way to transcend the city's boundaries. After moving to Milan, Baffo became an integral part of the team of Ghali, a well-known Italian rapper, taking on the role of DJ and member of the entourage. And then there's Altea, the singer of the band Thru Collected, who perfectly represents the more sophisticated and experimental side of the music scene, and her aesthetic aligns perfectly with the image of the Nike DN8, which stands out for its originality and ability to blend different cultural influences.

The official launch of the Nike Air Max DN8 will take place with a special event on March 26, 2025 during Air Max Night, an annual event that celebrates the history of sneakers and their impact on street culture. The event, hosted by Colletivo Core, will be held at the Museo Madre in Naples and will feature Nicola Siciliano performing some of his most famous tracks, accompanied by Silvestro Baffo and a DJ set from the HellHeaven11 collective. At the event, attendees will find a dedicated corner for exclusive merchandise offering fans the chance to receive for free limited-edition products. These include T-shirts, tote bags, scarves, posters, pins, and a limited edition fanzine titled Napoli Brutale, created, like the campaign itself, by nss magazine, which blends images from the campaign with striking shots of the city’s brutalist architecture. The fanzine, which is a central element of the campaign, has been printed in a limited run of 1,000 copies and has been distributed as a preview from March 22 at nss edicola. Starting March 26, it will also be available at Foot Locker stores in Naples and across Europe. This publication becomes a true testament to the connection between the sneaker and the city of Naples, with evocative photographs capturing the essence of Neapolitan brutalism and the unique character of the Nike DN8.

The Nike Air Max DN8 has been available since March 6 at Foot Locker stores in Naples and across Europe, as well as on the retailer's official website.