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07.27.21

AMBUSH x Nike Tokyo Olympics Collection

Lensed by Concepts, an editorial for Nike & AMBUSH Tokyo Collection for the 2021 Olympics in an Ode to The history of Japan’s Bosozoku & Sukeban Girl Boss culture.

 

Boston, Massachusetts - In the Nike x AMBUSH collection, fashion and sport collide in non-traditional and compelling ways, demonstrating how athletic wear can be transformed through culture.

 

Inspired by Japan’s motorcycle subculture, Yoon Ahn designed the Moto Jacket and Pant to be as futuristically fashionable as they are functional. The collection’s bright pink and neon green colors nod to Tokyo’s bright lights and anime culture, illustrating the surprising ways sport can transform the aesthetics of daily life. In addition to apparel, the collection also features the fourth colorway of the Dunk High x Ambush with an electric Flash Lime makeup with Swooshes extending beyond the heel like bike pipes.

 

Following our nail art activation to elevate the AMBUSH x Brooklyn Nets Collaboration at our NYC location in Winter 2020, Nike approached Concepts to create an exclusive editorial that brought to life the world the Tokyo Olympics collection evoked. To pay homage to Tokyo’s super-human influence on sport, our editorial references the city’s Bosozoku motorcycle culture, and larger than life Anime scene. The start of this movement was most prevalent in the 70s and 80s among teenage outlaw types. They added in their own version of the school girl swag referencing sukeban--which translates directly to ‘Girl Boss’ in Japanese.

 

As a complement piece to the visuals of the editorial, Concepts Designer Wojavelli, delivers a DJ mix that blends modern and classic J-Pop cuts with Electronic dance floor-fillers and current Hip-Hop bangers. This is the perfect soundtrack for a collection inspired by Japanese Sukeban Bosozoku and Cyberpunk Anime.

 

Listen Here: https://soundcloud.com/cncpts

 

Artists featured in the mix range from obscure to the top of the charts--Utada Hikaru, Megan Thee Stallion, Aphex Twin, Taeko Ohnuki, Sonic Youth, Gucci Mane, Wednesday Campanella, Bjork & more. More of his mixes at www.soundcloud.com/w0javelli.

 

DIRECTION/PRODUCTION: CONCEPTS @cncpts

PHOTOGRAPHER Bryan Huynh + Patrick Purdy, @bryanhuynh @purtypat

CGI ARTIST: Rodolfo Hernández, @rodolfo.olf

MODEL: Fernanda Ly, @warukatta

STYLIST: Cece Liu, @cc_looo

HAIR: Hiro + Mari, @ hiromarihair

MAKEUP: Laramie, @laramiemakeup

SOUND: Wojavelli, @wojavelli

 

AMBUSH’s Tokyo Olympics collection for Nike Sportswear available on Friday, July 30th at Concepts Dubai and cncpts.ae

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