ACRONYM’s Functional Intervention on the NIKE Air Force One

Take an Air Force One. Slice it in half. Bolt on a Zipper. Scribble on it with red marker. Put a foot in it. Repeat. Since its inaugural line in 2002, Berlin-based ACRONYM has re-programmed menswear with a laser-focus on functionality. After collaborating in an urban stealth-ops re-launch of Nike’s ACG label, Acronym’s Errolson Hugh…
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Football Infiltrates Streetwear: NikeLab’s Air Footscape Magista

As fashion staples, basketball and running shoes are not confined to the games they are built for. Translating football is a little tougher. The athletic shoe penetrated other markets through a consumer decision to take footwear beyond its intended place, assisted by some smart marketing. For many, it was a new use for designs aimed…
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Don’t call it a comeback! NikeLab ACG for city survivalism

Nike’s mandate to define sport utility within the city environment was set in motion by the company’s CEO Mark Parker, and the resulting collaboration has brought together specialists to look at mobility within the city environment – including Errolson Hugh, founder of Acronym, and Matthew Millward, Senior Design Director of Nike Sportswear. 032c was invited…
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Never Walk Alone

MARK PARKER, President and Chief Executive Officer of Nike Inc., a multi-billion dollar footwear, apparel, and equipment supplier headquartered in Beaverton, Oregon, once summarized his challenge in The Wall Street Journal: “The question is, how do you not let your size become a disadvantage? How do you keep an edge, a crispness, a relevance?” An interview with Nike's CEO MARK PARKER on …
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