A month after launching Future Finish, the first online personalization platform for jeans that uses laser finishing, Levi’s is teaming with Nike to offer denim heads and sneaker freaks next level customization for their sneakers.
This week, Nike launched Levi’s By You, offering Levi’s fabrics and trims as part of its own customization platform called Nike By You. Through the platform, consumers can choose from leather, denim, corduroy and Sherpa to serve as the foundation of their sneaker. Users can customize the Air Force 1 High, Air Force 1 Low or Air Max 90.
The idea was spurred by DIY versions of Levi’s and Nike’s 2018 collaboration that cropped up on social media.
“Our 2018 Nike Jordan collaboration became a viral customization hit, with people dying, bleaching and distressing the denim clad Jordans,” said Jonathan Cheung, senior vice president of design innovation at Levi’s. “So customization was top of mind when we got together with Nike again.”
Additionally, the brands will launch a new co-branded sneaker capsule collection Aug. 26. The limited-edition collection includes the Air Force 1 High and Air Force 1 Low sneakers with laser treated uppers.
Nike Air Force 1 Low by Levi’s features the iconic shoe in authentic Levi’s shrink-to-fit 501 mid-wash indigo denim, with the Levi’s logo laser print covering the fabric. The Nike Air Force 1 High by Levi’s uses the denim brand’s shrink-to-fit 501 overdyed pink denim, with co-branded Nike Swoosh and Levi’s logos featured throughout.
The collaboration is another example of Nike embracing denim footwear. This summer, the brand introduced a Nike Air Force 1 Low featuring interchangeable denim Swooshes. Nike also teamed with denim label 3×1 for three-piece collection in May.