story

Hi, my name is Baloji. I'm a director, artist, based in Belgium, from Congo.

I've been a Nike head since I was a kid. That's probably one of the reasons I came up with this idea to go inside the bubble, because every time I look at a Nike pair, 

I've always been intrigued: how is it inside this bubble?

I think I'm close to that energy, that combines different aesthetics, different worlds. Always this triangle between Africa, Europe and the US.

There is a certain African aesthetic, there is a European flair, and there is an American culture that we all get inspired from. Coming from hip -hop, music is a big part of who we are.

And around that, I wanted to play with the lyrics of the artists. I wanted to play with their identity, with ODUMODUBLVCK
wearing this knitted hat. I had the idea to bring it in the traditional way,

to have him under the umbrella because it's a tradition for young kings. So we have different scenes in this film, the first part is focusing on this crazy amazingly talented young 

artist from London, called BXKS. 
She leveled up because she has her own personality, so that's why we played with a lot of people that kind of look alike, or try to follow the trend, and she's standing out 

because she decides to do her own. 
For the mannequins, the idea was really to have everybody following the same trend, and trying to be like this pretty girl. I think it's crucial to have black talents behind the camera,

the same people, the same industry people. Since Patta is a black-owned company, it makes sense that they understand the importance that for makeup, a black person knows better the makeup for a black skin, for example,

 Since Patta is a black-owned company, it makes sense that they understand the importance that for makeup, a black person knows better the makeup for a black skin, for example, or in color grading,

to have a person of color that understands how the black skin works. The spirit of community takes life in this video just by the collaborations. Of course, there is the Patta team,

Behind The Music Video

Patta x Air Max 90