
AMBUSH’s Olympic-centred linkup with Nike is a bright, striking collection of garments and sneakers, channelling the Japanese motorcycling subculture. Combining sporty silhouettes and tailoring with highlighter pinks and greens, the capsule is a love letter to so many inspirations – anime, bright, flashing advertisements seen throughout Tokyo, and Bōsōzoku to name a few.
Nike approached Concepts to create an exclusive editorial that complemented the collection’s identity – being the masters of flavorful collaboration, the Boston retailer leapt at the opportunity and the result is a stunning, digitally executed shoot which heightens the themes seen in the collection with accompanying visual flair. The inclusion of a solely female cast is an homage to a wave of female empowerment which ran through Japan in response to exclusion from the nation’s Bōsōzoku motorcycle culture, with a countless number of girls getting together and creating their own crews, following “Sukeban” meaning “Girl Boss” as a central mantra.
Alongside the editorial is a DJ mix by Concepts designer Wojavelli, delivering a blend of classic J-Pop and electronic classics from the likes of Utada Hikaru, Aphex Twin and Bjork.
The collection launches Friday, July 30 through Concepts stores as well as Nike SNKRS.



More on CULTED
See also: NIKE X AMBUSH DUNK HIGH “DEEP ROYAL BLUE” REVEALED
See also: 5 ICONIC ASIAN DESIGNERS THAT CHANGED THE GAME IN FASHION FOREVER