Nike and Dover Street Market (DSM) are once again joining forces, continuing their successful partnership with a fresh take on an iconic footwear silhouette. This latest collaboration reintroduces the Air Superfly, a model originally launched a quarter-century ago, now infused with DSM's distinct minimalist design philosophy. The collection features three versatile colorways—Hyper Black, Summit White, and Smoke Grey—each embodying a blend of performance heritage and contemporary style. Priced accessibly, these sneakers are set to release globally, marking another significant moment for both brands in the fashion and athletic wear landscape.
To celebrate this exclusive launch, Dover Street Market has engaged Zak Group, a renowned design agency, to craft immersive in-store experiences. These installations, located at DSM's New York, London, and Los Angeles flagships, aim to transform the retail space into a visionary display. The artistic presentations frame the Nike Air Superfly not merely as a piece of footwear, but as a symbolic artifact, exploring the intersection of athletic achievement and imaginative concept. This innovative approach enhances the consumer experience, offering a unique narrative that underpins the collaboration's artistic and commercial significance.
DSM's Vision for the Air Superfly
The latest partnership between Nike and Dover Street Market introduces the Nike x DSM Air Superfly, showcasing three distinct color options: Hyper Black, Summit White, and Smoke Grey. This collection builds upon Nike's earlier reissue of the Air Superfly, commemorating 25 years since its initial debut. DSM has applied its characteristic minimalist lens to reinterpret this archival running shoe, preserving its sleek profile and the original perforated leather upper, while integrating subtle, yet impactful, design elements.
Reflecting its roots in running, the Nike x DSM Air Superfly maintains crucial features such as the perforated leather upper, which offers both breathability and a distinctive texture. Suede accents are thoughtfully incorporated, subtly highlighting DSM’s sophisticated sartorial influence. A key detail of this collaboration is the exclusive Hut Logo and Swoosh lock-up, intricately designed by DSM’s visionary founder, Rei Kawakubo, and prominently displayed on the tongue. This design choice underscores the unique co-branding and the seamless fusion of both entities' design identities, making each pair a testament to their shared commitment to refined aesthetics.
Global Launch and Immersive Installations
The Nike x DSM Air Superfly collection is scheduled for a global release on July 10, making these sought-after sneakers available both online and in-store at all Dover Street Market locations. Each pair will be priced at a competitive £90 GBP / $100 USD, positioning them as an accessible yet exclusive offering for sneaker enthusiasts worldwide. This strategic pricing and widespread availability are expected to generate significant demand for the collaboration.
In a creative endeavor to enhance the launch experience, Dover Street Market has commissioned Zak Group, a design agency celebrated for its work in contemporary culture, to develop unique in-store installations. These bespoke displays will be featured across DSM’s prominent retail spaces in New York, London, and Los Angeles. Drawing inspiration from the shoe's futuristic and sports-oriented design, DSM describes these installations as presenting the Nike Air Superfly as an “artifact of victory.” They visually explore the dynamic interplay between high performance and fantastical elements, creating an immersive environment that captures the essence of the collaboration and celebrates the shoe's re-imagined legacy within the realm of high fashion and athletic innovation.