Nike‘s Air Max 95 drop with London-founded label Corteiz has been one of the most anticipated launches of 2023 among streetwear fans. But on March 2, the pair dropped an ad depicting a world where the launch was canceled.
The 3.5-minute film, directed by Walid Labri through production company Division out of Paris, opens with news reports and headlines from England, South Korea and France declaring the sneaker release halted. Stock markets crash. People fight in the streets over the 100 pairs in existence. A newborn baby is shown wailing, then calming immediately when the shoe is dropped in its crib.
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