PATTA AND NIKE INTRODUCE "THE NEW WAVE"

A new capsule centring the iconic Air Max 90.

Both Nike and Patta have a deep connection with music, exemplified by iconic footwear and countless collaborations with music stalwarts of the past and present. To further cement this lineage, The New Wave is led by a surreal, symbol-rich music video directed by Belgian-Congolese artist Baloji, with still imagery by Justin French. Set entirely within a fictional world imagined inside the AM90’s air unit, the images show Black cultural symbolism and speculative futurism, featuring a trio of music talents whose creative voices embody the spirit of The New Wave: BNYX, the US-based producer responsible for numerous global hits, BXKS, a razor-sharp UK female lyricist and Nigerian artist Odumodublvck, whose gritty sound exceeds categorisation.

The New Wave release and its campaign are a continuation of Patta's Wave philosophy, for which it has been known for decades. "As a black-owned, independent business, Patta has always been about creating waves. At the same time, Patta takes pride in reflection and giving space to others. The Wave symbolises that duality; waves roll in and roll back. Patta pushes out big statements but at the same time gives back energy for others to grow." – Guillaume Schmidt, co-founder Patta.