Nike Sock Dart Generation Around the world

It all started in Milan. To celebrate the innovative design of the new Sock Dart, Nike has decided to cooperate with nss factory involving eight young Milanese creative talents. Each of them wore the model according to their own style, expressing the relationship between the sneakers, their passions and their professional background.

From this project a Manifesto came out: eight points that illustrate the multiple facets of this revolutionary sneaker.

The format didn’t stop here. To highlight the cosmopolitan nature of the Sock Dart, the Manifesto has been exported to three other key cities: London, Paris and New York.

A street style photographer was assigned to each location, who selected the local personalities that best embody the spirit of the Sock Dart.

In New York, Julien Boudet shot PR Gia Kuan, DJ Mike Nouveau and photographer Nadia Sarwar in the streets of the Big Apple.

In Paris, Nabile Quenum photographed models Vanille Verloes and Alexandre Moine.

In London, Eva Losada portrayed brand consultant Lydia Birgani-Nia, blogger and photographer Mikko Puttonen and young designer Leo Mandella.

We interviewed them to find out what went down behind the scenes. The pictures will be unveiled on nss in the next days. Stay tuned!

Julien Boudet @bleumode

@Style Insider

#1 What do your subjects have in common with the SockDart?

The subjects I chose for this project are young, creative and interesting, qualities that match the new Sock Dart. They are also modern in their own way, just like the design of the sneaker. I know them very well too, and that was important for me. I did not want to shoot random people for this story. 

#2 Which areas of New York did you choose to shoot your subjects and why?

I decided to shoot this story downtown New York, simply because it is the best part of the city, where I've been hanging out since I moved there back in 2008. New Yorkers know that the magic happens downtown, below 14^th street.

#3 Which is your favourite point of the SockDart Manifesto and why?

I like the part which talks about dynamism. New York is a very active city, just like me and the people I selected for this project.

Eva Losada @eva.al.desnudo

@Suzanne Middlemass

#1 What do your subjects have in common with the SockDart?

Functionality, innovation and aesthetic. I think all the subjects I have chosen go for cool but also comfortable looks during the day, effortless and functional outfits. All of them have an innovative style and stand out among London’s fashion scene. Also, all of them have a strong aesthetics which makes a difference out there, and, last but not least, they all work in the fashion industry.

#2 Which areas of London did you choose to shoot your subjects and why?

For all of them, I have chosen very urban spots, some of them very characteristic of London architecture. I love concrete and grey backgrounds, so there is a bit of this too. I have mixed newer and older locations, which well represent the contrasts of London’s landscape.

#3 Which is your favourite point of the SockDart Manifesto and why?

Aesthetic and functionality. They are the main characteristics I have in my mind when I buy a pair of shoes for myself. Considering my job as a fashion photographer, I need comfortable and functional footwear to run and get the perfect shot, but they have to look good as well, since I care a lot about my personal style. They need to reflect my personality somehow: I like to wear strong items, not only at work during fashion weeks but also in my everyday life.

Nabile Quenum @jaiperdumaveste

#1 What do your subjects have in common with the SockDart?  

I don’t really know exactly what they have in common, but I can say that they all have an energy that reminds me of this particular Nike sneaker.

#2 Which areas of Paris did you choose to shoot your subjects and why?

I shoot on L’Île Saint Louis and in the 8th arrondissement, because those places really represent Paris for me. Their history is very strong.

#3 Which is your favourite point of the SockDart Manifesto and why?

My favourite point is functionality, because you can wear those sneakers for all your activities. You can match them with a city outfit or a streetwear/sporty outfit. They give you freedom and comfort.

Cover picture by Alessandro Bigi