Very few sneaker fans would have expected this. The latest iteration of the Nike x Tom Sachs x NikeCraft General Purpose Shoe will not only be available at Nike and selected sneaker boutiques, but also at Deichmann.
The sneaker in the color “Field Brown” will be available in selected branches of the German shoe retailer from Tuesday, a spokeswoman for Deichmann confirmed to FashionUnited on Monday. The industry magazine Textilwirtschaft had previously reported on the unusual sales strategy.
According to the statement, the decision to “democratize the hype” came from the joint idea of the responsible heads at Nike and Deichmann. Especially in the sneaker market, which is dominated by hype and strategically launched drops, the launch of the latest model appears The strategy chosen in the “Tom Sachs x Nike” series is rather unusual. However, the idea is entirely in the spirit of the work of New York installation artist Tom Sachs, whose sneaker designs are now even more accessible. The launch also signals that strategic collaborations with global brands for Deichmann play an important role.