The collaborative journey of Travis Scott and Nike/Jordan Brand has been nothing short of groundbreaking. This partnership has revolutionized artist endorsements and paved the way for many more just like it. The arrival of the latest Travis Scott x Air Jordan 1 Low 'Eklins' release continues to demonstrate the blending of hip-hop culture, style from the streets, and basketball heritage. This article recaps this iconic partnership's journey, exploring Travis Scott's influence and the highlights of the new 'Elkins' release.

Travis Scott's Start With Nike

Travis Scott's relationship with Nike/Jordan Brand can be traced back to 2017, marking a significant moment in both his career and the sneaker industry. Today, Travis is a global icon with a resume that speaks for itself, but in 2017, Nike took a risk on him that paid off. His initial collaboration was on the Nike Air Force 1 Low, which featured a sail design with interchangeable Nike Swooshes. The shoe had a limited release, but proved to Nike that there was demand for Travis Scott products.

Behind The Design: Travis Scott x Air Jordan 1 Low 'Elkins/Canary'

Image courtesy of Nike

Following the Air Force 1, his first Jordan Brand project arrived with a collaboration on the Air Jordan 4. This collaboration signaled a new era for Jordan Brand, blending its iconic silhouettes with new design ideas from prominent musical artists. Travis Scott's influence extended beyond just the design; he brought a fresh perspective to the brand, appealing to younger audiences and bridging the gap between streetwear and sportswear.

New Twist To The Air Jordan 1

Following the success of his initial collaborations, Travis Scott continued to push boundaries with his subsequent releases under the Jordan Brand umbrella. One of the most notable projects was reimagining the Air Jordan 1 in its high-top and low-top forms. Travis introduced a new aesthetic and color palettes to the classic silhouette, incorporating design elements from his Cactus Jack label and the now iconic reverse Swoosh. Travis Scott's reimagining of the Air Jordan 1 was a huge success, with every new release that followed selling out instantly. With many more new colorways already confirmed, Travis Scott will not be slowing down on the Air Jordan 1 any time soon.

Significance of the Elkins Release

The new Travis Scott x Air Jordan 1 Low 'Elkins' release is significant for Travis' catalog for numerous reasons. Not only is it a departure from the typical eath hues that have become a staple for his collaborations, but it is the first release to pay homage to Travis' life. The shoe features a vibrant canary yellow upper with bold reverse Swoosh done in blue, paying tribute to Travis Scott's school colors while he attended Elkins High School in Texas. Cactus Jack branding is also present on the shoe, similar to the previous releases, and a gum outsole completes the design. 

Behind The Design: Travis Scott x Air Jordan 1 Low 'Elkins/Canary'

Image courtesy of Nike

Travis Scott's partnership with Nike and Jordan Brand has forever changed the endorsement landscape for musical artists. It showcases how Travis Scott's unique vision and influence have transformed the footwear industry, making it relevant to a new generation of consumers and emphasizing collaborative releases. Through his work with Jordan, Travis has contributed to the evolution of the footwear industry and demonstrated the success of taking new risks on upcoming talent. 


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