Footwear

How Concepts Continues To Distinguish Itself Among Nike Collaborators

Creative director Deon Point talks breaking through the overcrowded collab landscape.

By
12,369 Hypes

How Concepts Continues To Distinguish Itself Among Nike Collaborators

Creative director Deon Point talks breaking through the overcrowded collab landscape.

As high-profile collaborations become the new norm in footwear, the constant rollout of “a brand x another brand” leaves the discerning sneaker community overwhelmed with partnerships that sometimes lack a real purpose. Thoughtful products and experiential moments separate Concepts from the rest, as the retailer boasts covetable cobranded models with ASICS, Birkenstock and New Balance in their arsenal.

With the recent release of the Concepts x Nike Air Max 1 “Message to the Universe” pack, Hypebae spoke to creative director Deon Point on Concepts’ approach to collaborations and what we can expect from its future drops.

 

View this post on Instagram

 

A post shared by CONCEPTS (@cncpts)

The trio of Nike Air Max 1 releases are inspired by festival fashion and youth expression. Can you speak about why the design team chose to take that direction?

When you think about Air Max, you think about revolution. The design, making the Air visible, changed the way we all looked at performance technology. And the initial advertisement spelled it out. So, we had this history, born in the ’80s, as a starting point. But for us, it is important to stretch the imagination. Phil Knight started putting the pieces of Nike together in the ’60s, the company and the Swoosh emerged in the ’70s, Air Max hit in the ’80s, and then we came up in the ’90s. The trajectory of that — [it's] about building the pieces of youth culture and sharing a story about the connected spirit of those who have challenged the status quo, and how through community, it created significant cultural change. The ’60s really provided a building block for youth culture as we know it, and it was fun to dig into the clothes, music and the overall vibe to bring our vision to life.

 

View this post on Instagram

 

A post shared by CONCEPTS (@cncpts)

Concepts has an impressive roster of sneaker collaborations. With the current landscape overrun with co-branded models, how does Concepts continue to deliver unique offerings and break through the noise? Is there a through line to these partnerships or a brand ethos at play?

For me, the through line is storytelling. Since our founding in 1996, Concepts has prided itself on product storytelling. We want to create lasting emotional connections between our consumers and the brands we work with and carry. Ultimately, when we’re passionate about something, you’ll feel it. And so when we have the opportunity to collaborate, we’re given a chance to express our passion to the fullest.

 

View this post on Instagram

 

A post shared by CONCEPTS (@cncpts)

Are there any upcoming partnerships or releases that fans can expect?

We celebrated our 25th anniversary in 2021. This year, the energy continues to build. You can expect us to continue to create with our long-term partners, as well as a continued expansion of our Concepts brand output. What you’ve seen so far with that is only the beginning.

Read Full Article
Share this article

What to Read Next

Nike and Patta Finally Unveil "The Next Wave" Air Max 1
Footwear

Nike and Patta Finally Unveil "The Next Wave" Air Max 1

Alongside announcing a two-day mentorship exchange program.
1,237 Hypes

Stussy Officially Announces Nike Air Force 1 Mid Collaboration
Footwear

Stussy Officially Announces Nike Air Force 1 Mid Collaboration

Following multiple teasers and leaks.
3,982 Hypes

Another Patta x Nike Air Max Has Surfaced
Footwear

Another Patta x Nike Air Max Has Surfaced

Featuring a neutral gray/white palette.
1,285 Hypes


Nike and Stüssy's Air Max 2015 Gets a Pink and Black Makeover
Footwear

Nike and Stüssy's Air Max 2015 Gets a Pink and Black Makeover

Accompanying the existing “Fossil” colorway.
3,534 Hypes

The Weeknd Threatens To Pull Out of Coachella for Getting Offered Less Money Than Kanye West
Music

The Weeknd Threatens To Pull Out of Coachella for Getting Offered Less Money Than Kanye West

The singer is demanding $8.5 million USD to headline.
1,056 Hypes

Sex Work and Fashion Are More Closely Linked Than You'd Think
Fashion 

Sex Work and Fashion Are More Closely Linked Than You'd Think

Is it appropriation or appreciation?
3,152 Hypes

Lindsay Lohan Reflects on 18 of Her Most Iconic Looks From 1998 to Present-Day
Fashion

Lindsay Lohan Reflects on 18 of Her Most Iconic Looks From 1998 to Present-Day

“I’m nervous, but I’m really excited,” she said before rating her fits.
1,888 Hypes


Hailey Bieber Confirms June Launch Date for Beauty Line Rhode
Beauty

Hailey Bieber Confirms June Launch Date for Beauty Line Rhode

It’s not like other celebrity brands.
4,847 Hypes

OpéraSPORT Updates Its Classics in "EDITION 09" Collection
Fashion

OpéraSPORT Updates Its Classics in "EDITION 09" Collection

Merging classic, sporty and wearable styles that boast the brand’s distinct cuts.
806 Hypes

Swarvoski Celebrates All Mothers With "Love, Mom" Tribute
Fashion

Swarvoski Celebrates All Mothers With "Love, Mom" Tribute

Honoring our matriarchs’ individuality.
2,291 Hypes


How Your Brain Responds to "Not Thinking" About Sex
Culture

How Your Brain Responds to "Not Thinking" About Sex

An expert explains how to navigate through intrusive thoughts.
1,031 Hypes

APOC Store Announces Grants For Underrepresented Artists
Fashion

APOC Store Announces Grants For Underrepresented Artists

It’s time to support the new generation.
1,010 Hypes

More ▾
 
Subscribe to our Newsletter

Keep updated on the latest news.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.