Tucked into Nike’s exclusive $10 million bike share contract with the City of Portland is a clause that allows the company to put its considerable marketing prowess on display.
Nike has the right to place occasional “wraps” on 100 of the 1,000 Biketown bikes. This means they can change the color scheme of the usually bright orange machines in order to promote whatever they please. Today they announced their first wrap scheme.
Say hello to “sneaker bikes.”
When Biketown launches next week some of the bikes will echo the stylings of three historically significant Nike sneakers.
Here’s the announcement from Nike:
When the first verifiable bicycle made its debut in 1819, it was deemed a “running machine.” When the City of Portland Bike Share Program, BIKETOWN, launches July 19, this old moniker takes on new relevance, as 10% of the program’s bikes will feature a limited-edition bike-wrap design inspired by one of three beloved Nike sneakers: the Nike Air Max 95, Nike Air Trainer 1 and Nike Air Safari. And while only one of the silhouettes was explicitly designed for running, all were made to move.
The Air Trainer 1 and Air Safari, creations of the renowned Nike designer Tinker Hatfield, both released in 1987. The Air Trainer 1, famously worn by John McEnroe, redefined cross-training shoes, while the Air Safari has become a cult classic thanks to unmistakable print detailing on its toe and heel. Meanwhile, Sergio Lozano’s Air Max 95 broke new ground in 1995 with Nike’s first black midsole, forefoot air and its immediately recognizable gradient upper.
They also released the three different colorways along with the video. Behold, sneakerheads!
It will be interesting to see how Nike’s march into Portland neighborhoods is accepted by locals. After all this is a town famous for its disdain of global corporate juggernauts. There’s already this one person on SE Taylor and Cesar Chavez Blvd. who’s making his/her feelings widely known with signs that say, “Don’t Brand my Block!” and “Urban Blight” with an upside-down Nike swoosh. Check out these photos sent in by a reader:
CORRECTION: This post originally used the old name of Cesar Chavez Blvd. We regret the error.
— Jonathan Maus, (503) 706-8804 – firstname.lastname@example.org
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