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Laced Up: Travis Scott Cements His Influence on Sneaker Culture with Nike SB Dunk

Travis Scott

Travis Scott attends the premiere of A24's "Uncut Gems" at The Dome at Arclight Hollywood on Dec. 11, 2019 in Hollywood, Calif.

"Laced Up" is Billboard Style's new series that dives deep into the curation of athletic brands' sneaker collaborations with all-star musicians -- from Kanye West's Yeezys to Travis Scott's growing Nike collection -- that deserve a place in your closet.


When it was announced in 2017 that Travis Scott would collaborate with Nike, sneakerheads and fans were ecstatic over the countless possibilities the two could create.

Prior to the reveal, Scott initially signed to Reebok in 2013 during his Owl Pharaoh mixtape run, which resulted in a special blue and grey colorway of the Reebok Classic Leather. The collaboration came and went, but would be the start of Scott’s future dominance in the sneaker world.

The first Nike sneaker to receive the rap superstar’s creative touch was the Jordan Trunner LX in 2017. It turned out to be an unreleased “friends and family” pair, but the next model -- the Air Force 1 Low that same year -- properly introduced Scott as an official partner of the sportswear brand.

The low-cut sneaker was made up of an all-white canvas upper with a gum sole to complement the sleek look of the model. It also came with three interchangeable Swoosh logos (metallic silver, black with a flame design, and green jeweled design). The Travis Scott X Nike Air Force 1 Low was one of the more coveted sneakers in the relaunch of Nike's iconic white on white pair, which included collaborations with Don C and Rocafella Records.

After the success of the Air Force 1 Low, another collaboration followed suit. The Travis Scott X Air Jordan 4 "Cactus Jack" (released in June 2018) was the first official collaboration between La Flame and Jordan Brand. The model pays homage to Scott's former hometown team, the Houston Oilers (who were moved to Tennessee in 1997, and eventually renamed the Titans) -- with a baby blue upper, red accents and black outsole. The pair followed in the footsteps of the Air Force 1 Low, selling out within minutes on the Nike SNKRS app.

Images of two more Scott-designed Air Jordan 4 models —- one in purple and the other in olive green —- made their rounds on the internet, but it was later revealed they were another unreleased "family and friends pair". The quick-strike release of the brown-and white-colorway with the backward black Swoosh made this drop one of the toughest sneaker purchases of 2019. They were unleashed after Scott's performance at last year's Grammy Awards and then again on his birthday in April.

Scott and Nike released a low cut version of the sneaker that sold out just as fast as the original. The sneakers that followed were the olive nubuck/suede Air Jordan 6, and another Air Force 1 Low in a carnival-inspired colorway that fits right in line with Scott’s Astroworld carnival held in August.

Scott's first sneaker to kick off the new year is a limited edition Nike SB Dunk Low. The pair embodies the Cactus Jack aesthetic with its bandana paisley canvas upper body and combination of earthy, camouflage tones draped all over. The sneaker was first seen in last December's "JACKBOYS" music video, leading to excitement throughout social media. They were first released as a web-store raffle on his website. But for those who were unlucky, they'll get another chance this weekend at select skate shops like Cowtown Skateboards in Arizona and Extra Butter in New York.

It’s rumored these shops are releasing them via raffle with winners picking them up at a random location. Nike also revealed the SB Dunks will not be released via the SNKRS app, causing resale prices to hit in between $1100-1800 mark.

 

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I told bruh spin the block

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There are more Travis Scott x Nike collaborations rumored to be on the way, including a mustard colorway of the Air Jordan 6 and a special edition of Nike Air Max 270 React. With the ongoing releases, the rapper has proved this partnership is one of the brand’s strongest and has helped elevate his status as a force in pop culture.


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