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Brands: Connecting with the World and Local Communities Through Collaboration
In today’s fast-paced world, brands are constantly striving to make their mark and establish their presence. From flagship storefronts to exclusive launches, pop-up activations, and social media pages, they are leaving no stone unturned. However, amidst all this global hype, it’s the locally owned spaces that truly serve as the cornerstones of communities. And for Toronto, one such space is Better Gift Shop.
Since its inception in 2017, Better Gift Shop, led by Avi Gold, has been a platform for key creative and cultural moments. Through collaboration, the imprint has been able to contextualize global works in a local setting, making it a beloved spot for Torontonians.
The Gift Shop of a Fictional Museum: Better Gift Shop x Nike Air Max Dn8
The latest and most significant initiative by Better Gift Shop is its collaboration with Nike to put a spin on the iconic Air Max Dn8. Inspired by the concept of revenge, the sneaker boasts an aggressive appearance with strong linework, enhancing its streamlined silhouette. According to the brand, the shoe’s glacial composition of gray and blue reflects the saying, “revenge is a dish best served cold.”
To delve deeper into this campaign, we caught up with Avi Gold himself, who not only breaks down the shoe’s various points of inspiration but also shares his longstanding history with Nike and how he manifested this powerful moment.
Collaboration: A Key Element of Better Gift Shop’s DNA
Better Gift Shop has a rich history of collaborations, but this is its first with Nike. Was this a goal for the brand from the beginning?
“Working with Nike has always been a goal for us, something we have manifested for years,” says Gold. He goes on to share how the brand was generous enough to gift them “Crystal Blue” Air Max 95s for their friends, and eventually, a few years later, approached them to open an account. Since then, they have been able to collaborate on various activations with Nike.
The Nike Air Max Dn8: A Perfect Fit for Better Gift Shop
The Nike Air Max Dn8 is the focal point of this project. What about the model speaks to you, and why is it the right fit for Better Gift Shop?
“When Nike releases new silhouettes, everyone is quick to offer strong opinions,” says Gold. “But when I first saw the shoe, I knew I would be interested in it because I could see where the design references came from – the Air Max 2001, Air Max 96, etc.” He further explains that while nostalgia is a driving force for many, Better Gift Shop aims to push forward and embrace the future. The Air Max Dn8’s blend of past and future elements made it a perfect fit for the brand.
The Starting Point: A Conversation and a Trip to the Nike Archives
So, how did this collaboration come to life? Gold shares that it all began with a conversation he had at Nike’s World Headquarters in Beaverton, where he discussed his doubts and moments of disappointment in the industry. The following day, while exploring the Department of Nike Archives, Gold and Teddy (Better Gift Shop’s lead designer on the project) were drawn to iconic footwear moments that left a lasting impression on them – Spiridons from 1997, Vince Carter’s Shox, and an original co.jp Air Max 95.
