Jovani Hernandez and Are Dropping a New Air Max Collab This Week: A first look at the Jarritos x Nike Air Max 180 Concord Arriving to Retailers has been revealed.
Once super selective with its collaborators, NIKE, Inc. has become a whole lot more liberal with its partnerships over the last decade. Recently, the popular Mexican beverage company, Jarritos, has been linked to its own Nike Air Max 180 Concord Arriving to Retailers release.
As tweeted by Brendan Dunne, General Manager at Complex, the unlikely duo is set to launch their first joint-effort sometime in 2023. Diehard fans of the Swoosh’s skate-obsessed imprint may scoff at the idea of a Nike Dunk inspired by pineapple and tamarind-flavored sodas, but the Heritage falls in-line with the SB team’s work with Ben & Jerry’s in 2020. Independent skate shops will continue to form part of Nike SB‘s family of collaborators, but partners like Jarritos – mainstream, random, nonadjacent – offer opportunities to make a moment.
Official details and images of the rumored collaboration have yet to be shared by the Swoosh, but Jarritos’ signature little jug logos are sure to appear on the shoes. Furthermore, vibrant green, orange, yellow and other colors corresponding to the handfuls of beverage flavors offered by the Mexican institution are bound to animate the late Peter Moore’s sneaker design. It’s unlikely but the Jarritos Dunks may end up looking like the mock-up used as this post’s lead image.
A skate shoe in collaboration with a beverage company may seem like a ridiculous joke on the surface level, but’s a perfect opportunity for NIKE, Inc. Beyond simply getting the collaboration on Univision, Telemundo and other platforms catering to Spanish-speaking consumers, Nike is further cementing itself as a go-to brand for the growing Latinx community stateside and abroad. J Balvin is part of the larger company’s plan to build a loyal Latinx consumer base and Jarritos will be one of the biggest compadres for the brand’s next phase. Jarritos is also benefiting from the partnership as it’s been looking to build out its lifestyle appeal. A recent limited edition run of bottles with Kith and its ongoing Bones by Jarritos NFT project have diversified its portfolio.
Photos: @jfgrails
