A love-hate relationship with Mamba

[Hypebeast] August 31, 2023 Weekly Digest 🤝 How Honesty and Humanization Were Key to Elevating Kobe Bryant’s Signature Nike Line TLDR: Former Nike Marketing Manager Andy Miguel discusses the nuances of working with the late Lakers legend and his favorite Kobe campaigns. Why It Matters: Imagine being someone who despises the Lakers, but worked for Kobe Bryant. Sounds like a recipe for disaster, right? Ironically enough, for Andy Miguel, it served as the formula for success. He’s currently appointed as the Head of Marketing for performance recovery brand Hyperice, but also served as a Nike Marketing Manager for Bryant’s signature line in the early 2000s. Miguel explains that when tasked to reconstruct the late NBA legend’s brand, he looked him square in the eye and said, “If anyone is going to turn your marketing around, it’s going to come from insights of someone who doesn’t like you.” Kobe glared at him and said, “Then let’s not waste any time.” Unfiltered: Having worked closely for just over three years, the duo quickly realized that their relationship and success was predicated on two things: honesty and humanization. Miguel didn’t sugarcoat anything — never has and never will. He leaned on his commitment to innovation, consumer culture and authentic storytelling to serve as the foundation for Kobe’s Nike campaigns and product launches, which led to acclaimed projects like the Nike Kobe “Chaos” series, collaborations with Bruce Lee’s estate, the famed Aston Martin Hyperdunk commercial, along with The Black Mamba short film. In celebration of Kobe Day, Hypebeast spoke with Miguel to understand the nuances of working with the late Lakers superstar, his favorite Kobe campaigns, core memories on and off the court and his exclusive Kobe memorabilia. Read the full article [here](. --------------------------------------------------------------- ⚽ Louis Tomlinson Introduces 28: a Brand Embodying His British Upbringing, Musical Flair, and Football Heritage TLDR: Hypebeast sits down with the Doncaster-raised superstar to discover how he channeled his passions into a community-focused streetwear brand. Why It Matters: Many know Louis Tomlinson as a Doncaster lad-turned-pop-icon and part of era-defining boyband, One Direction. But despite his superstar status, the 31-year-old has never lost touch with his relaxed Northern soul. It’s been central to everything he puts his mind to, from music to football… and now, fashion. Before he jets off on tour, he’s sitting down with Hypebeast to discuss all things 28, his all-new streetwear label that embodies everything he has been, is, and will be. Fabric Identity: Growing up in Northern England naturally gravitated Tomlinson to football, selling pies at his boyhood club, Doncaster Rovers. But he’s kept a keen eye on fashion since his early childhood. Standing out has always been of utmost importance for Tomlinson, aligning his laidback attitude with the clothes on his back. Football tops were always a staple, taking to vintage and charity shops to find hidden gems that strayed from normality. Launching 28 is a tribute to his humble beginnings in music, fashion, and sport, representing his Doncaster Rovers squad number and his lifetime devotion to the football club. The brand idea came to him nearly a decade ago, taking a closer look at standard tour merchandise and finding missing pieces, feeling “a creative itch that I wanted to scratch.” Read the full article [here](. --------------------------------------------------------------- 🍊 Social Status’ Nike Attack Collab Is All About the Layers TLDR: James Whitner, the American fashion entrepreneur and the owner of streetwear boutiques Social Status, A Ma Maniere, and A.P.B., discusses the approach on storytelling, sneaker culture and living meaningfully. Why It Matters: Brands are no longer provided the opportunity to fully introduce a project they’ve worked on for months, or, in many cases, years, because there’s already been countless conjecture-filled internet discussions declaring them fire or “bricks.” However, brands such as James Whitner’s Social Status are going against the norm by constructing stories before considering product design, leading by sharing narratives — instead of just product — with the world. This is accomplished by drawing from personal experiences, and making sure those experiences are familiar to those they portray as well as accessible to those who haven’t lived them. Unraveling The Narrative: Whitner’s Social Status has connected with Nike on its recently-reintroduced Attack silhouette, assembling a four-part series that carries “The 1st & 15th” theme. These are the two days each month that food stamps, disability checks and more arrive. No matter how rough things may be, everyone’s up and can handle their business on the first and the 15th. "These designs always start with our why?," says Whitner. "It informs the story that we want to tell, and from there, we bring that story to the product. You take the Attack, we’ve built a story with layers around this release that matches the shoe and its tear-away layers." Read the full article [here](. --------------------------------------------------------------- 🚶 Spencer Badu Believes Slow and Steady Always Wins the Race TLDR: Hypebeast spoke with the uniform purveyor about his journey through the fashion industry and what’s coming next. Why It Matters: Toronto designer Spencer Badu’s dedication to constructing his eponymous brand has been steadfast since its founding in 2015, but it hasn’t come without strife. “It’s really hard,” he tells Hypebeast of his ascent in the industry, which he admits to viewing with rose-colored glasses upon entrance. Now, almost a decade in the game, Badu’s creative brain is equal parts practical and fantastic: his mood boards are filled with big ideas, referencing historical uniforms, migrational patterns and his West African heritage, and he is enthralled by the idea of world-building through runway shows and retail outposts. Still, however, he views the past, present and future of his label with a pragmatic eye. Minimal, Directional and Functional: Badu’s empirical mindset lends itself to his designs. In part galvanized by the utilitarianism rooted in Canadian style, each piece in his collections serves a viable purpose while still possessing the signature codes that make his design language recognizable. He’s not interested in following the laid path to becoming a designer; in fact, he wants to do away with trends altogether. Instead, his design doctrine prioritizes longevity in personal style curation over the instant gratification of chasing a viral fashion moment. That doesn’t mean his designs are shy (there’s an abundance of statements scattered among his more pared-back silhouettes), but it does mean he’s keeping originality at the forefront of his practice. So, it’s no shock that Badu’s designs have already landed on the likes of A$AP Rocky, Young Thug and Kendrick Lamar. Read the full article [here](. --------------------------------------------------------------- ☄️ Chris Klemens and the Martine Rose x Nike Shox MR4 “Black Comet Red” TLDR: The punchy internet comedian chats about his love for the springy silhouette, his ever-evolving relationship with sneakers and more. Why It Matters: You might know Chris Klemens as the social media persona who struck comedy gold with a viral series of street interviews across American cities, or, perhaps, you’re more familiar with him as the podcast host of Unhinged With Chris Klemens, a self-described “off the rails, no seat belts ride” where he gives his blunt takes on relevant topics. Here, at Hypebeast, however, we know Klemens as the Sole Mates subject whose dog ate his homework. After learning of the fashion devotee’s appreciation for the Martine Rose x Nike Shox collaboration, and amidst our plans to put together this feature, devastating news hit our inbox: “Chris needs to order a new pair, unfortunately, because his dog literally destroyed the ones he has yesterday,” read an email from his agent. Picture-Perfect Definition of Collaboration: Flash forward, and Klemens has returned to bouncing around in the uniquely macho-turned-feminine crossover sneaker without trouble. The jokester, who has been posting content to social media for almost 11 years, has long shared his affinity for fashion; and as his style has evolved, he’s grown to love all the weirder things the industry has to offer. With a number of collaborations being announced every week, you can't help but get lost in the abundance. For Klemens, the shoe at hand defines the meaning of collaboration — taking the mold of an iconic silhouette and applying a new perspective by turning it into a mule with a pointed toe. "You can really dress the shoe up, and you can really dress it down," Klemens speaks on the Martine Rose x Nike Shox collab. "This is going to sound sh*tty, but I love that it’s not for everyone." Read the full article [here](. --------------------------------------------------------------- [Hypebeast] [Download the Hypebeast App]( On iOS & Android Devices [hypebeast facebook]( instagram]( twitter]( youtube]( --------------------------------------------------------------- [Manage Subscriptions](=====)[Privacy Policy]( You are subscribed to Hypebeast’s marketing emails with the address: {EMAIL} Contact [subscription@hypebeast.com](mailto: subscription@hypebeast.com) for assistance on any enquiries. 2023 Hypebeast Limited. 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