The Swoosh Gets The Latino Treatment: Nike Launches Limited-Edition ‘Día De Muertos’ Collection Complete With Calaveras And Papel Picado Designs
Forget Halloween. Each year more and more brands are tapping into the Mexican celebration of the dead, Día de Los Muertos, to target Latinos with their calavera-inspired designs. The Mexican holiday surrounds death, but it’s a time to celebrate life with loved ones, and each year it’s gaining more and more traction in the U.S.
Celebrated in the U.S. from Oct. 31 to Nov. 2, the holiday tradition calls for the creation of altars to deceased loved ones, decorated with photos, meaningful objects, and their favorite foods said to attract their souls. Petals of bright yellow-orange cempasúchil flowers are used to guide them from the cemetery, according to tradition. This year Nike took up the opportunity to celebrate, with a brand new collection dropping later this month, inspired by “traditional Mexican skeleton graphics.” This isn’t the first time the brand celebrates the Mexican holiday though, a few years back the Swoosh brand released another pair of Cortez’s to pay tribute to the dead on Día de Muertos.
This latest ‘Día de Muertos’ collection is scheduled to release on Nike.com and at select Nike retailers on Oct. 30.
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This latest assortment will include the Air Force 1 Low, the Cortez, and the Air Max 95 which are all getting dressed up for the occasion. Each pair will reference the holiday ever-so-slightly with traditional Mexican skeleton graphics featured throughout the design on the upper parts of the shoe as well as on the insoles.
The Cortez turns black and orange for Day of The Dead
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The Cortez, is a Nike style Mexican-Americans love to wear, and the sports company picked the iconic design to be part of the Day of the Dead collection. It’s not the first time the Swoosh gets the Mexican-inspired treatment though. As we mentioned earlier, back in 2015 a ‘Day of The Dead’ Nike Cortez was released in honor of the holiday, and the design was a lot more thematic than this year’s minimalist iteration.
Featuring a ‘papel picado’-inspired design on the inside, the stitching of the iconic Swoosh on the upper side of the shoe as well as on the soles, turns bright orange, reminiscent of cempasúchil and candle-lit ofrendas. The shoe is dressed in a nylon and suede floral print and has distinct embroidery on the heel.
The Day of The Dead Air Force 1s Glow in The Dark With Papel Picado-Inspired designs.
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The iconic performance shoes were re-imagined to celebrate the Mexican holiday in the most subtle way. The classic silhouette has an all-white upper body, contrasted by piping in yellow, green, blue, pink and black, and also sports a black heel tab and stitching across the midsole. The best part though is that once the shoe’s in the dark, it reveals a glow-in-the-dark skull papel picado-inspired pattern that is fully reflective throughout the entire upper. It’s to die for!
The Nike Air Max 95 was reimagined for the occasion in muted colors and subtle touches of huichol-style graphics.
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Joining the AF1s and the Cortez, the Nike Air Max 95 will also be a part of the 2019 Day of The Dead Collection. The festive colorway of the Air Max 95 takes on a white mesh upper with the signature layered side panels taking on a textured/crackled leather appearance. The leather side panels are emblazoned with muted ‘Huichol’ or papel picado-inspired graphics to go along with the Mexican theme. The limited-edition shoe also features black leather mudguards, black Swoosh branding, speckled laces, and a black midsole that adds to the look, along with teal detailing on the skull graphic insoles, papel picado-style tongue branding, and translucent outsole.
There are 57 million Hispanics in the U.S. only, and they represent 18% of the country’s spending power— no wonder brands like Nike want to tap into Latino traditions.
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Over the past few years, companies and retailers have made it easier to get into the spirit of the holiday, offering themed apparel, home decor and containers in which to tote goodies. With 57 million Hispanics in the U.S. alone, this demographic represents almost 18 percent of the country’s population and significant spending power, according to Nielsen. In fact, the data analytics company expects its buying power to grow from $1.4 trillion in 2016 to $1.8 trillion by 2021. And that dollar strength isn’t lost on retailers.
‘Dia De Los Muertos’ celebrations run from November 1st through November 2, and the Nike Air Force 1 will drop at retailers like Sneakersnstuff and nike.com on October 15. Priced at $100 USD, the festive sneakers are the ultimate day-to-day shoe to add to your rotation. The rest of this latest Nike Día de Muertos collection is scheduled to release on Nike.com and at select Nike retailers on Oct. 30.