Nike has partnered with Layerx to customise on its sneakers to promote Nigerian culture globally and also spread environmental sustainability messages on its products.
Layerx, which was co-founded by Gbadeyan Olaoluwa and Gbenga Adeku, has Bolarinwa Olasunkanmi, popularly known as Ola of Lagos, as its influencer collaborator and its targeted at promoting culture and environment.
Speaking at the launch of the product, Olaoluwa stated that it was important for the world to hear Nigeria’s stories, know about their culture and resilience.
According to Olaoluwa, Layerx, a customised Design Company, picked Nike because of its global visibility, “we are trying to spread our culture globally and that is why we chose a global product and brand,” he said.
Olaoluwa added that the partnership would further make sneakers desirable to all classes of people; the messages on it would literally resonate with both the older and younger generation.
He said: “Its feels good to have a Nigerian brand on the global stage. Nigeria is a great country; we have a marvelous culture. Nigerians are one of the most resilient people, which is why we chose Nike. Nike’s message is ‘just do it,’ that means just keep it moving. The message makes you believe you are unstoppable. It makes you be positive, regardless of the prevailing circumstances facing Nigerians.
“Nigerians are resilient; we thrive even in difficult situations. Even when the conditions seem against us, we find our way against all odds.”
On his part, Adeku said the launch design started with the Lagos story, noting that there are lots of grass to grace stories and tales of how people’s lives turn around pursuing their dreams.
“Ola of Lagos has spearheaded the sneakers culture for many years and it’s so surprising that he literally came from nothing to make the most out of himself in Lagos. We are also passionate about people being aware of the dangers of having a decaying environment. So, we pass the message through the customisations on the sneakers. What we are doing is similar to what the Afrobeat is doing, in the fashion sense.”
Ola of Lagos explained that he collaborated with Layerx on two pairs, ‘Nike Airforce and Nike Blazers,’ which was from Jumps to Kicks.
“The idea of jumping on Danfos without sneakers, to eventually get one after a legitimate hustle in Lagos. This is the story of an average Lagosians. With the designs, we are also preaching hard work and giving hope.”
