The sneakers themselves are quite restrained in terms of design and very atypical of what is common for female oriented sneakers. Rather than using classic silhouettes like the air max or the air force one they have taken less renowned shoes and designed them without using patterns and colours that aren’t pink or floral.
Currently the only kicks to have been previewed are: hi dunks, low dunks, balsa mid, isis and braata. The pair of dunks are primarily black with blue and red highlights with a quilted texture, a design quite out of the norm for Nike when it comes to the ladies. There aren’t many female released shoes by Nike that I could see myself purchasing but the ones released for this range have peaked my interest. Especially the Balsa Mid’s that look like a high top version of the Toki mid with some modifications, they are restrained enough in design to suit most outfits but have their own share of quirks that make them unique.
This pack appears to be a step outside of the box for Nike in regards to how it usually designs for women. There is a severe lack of pink and silver and only a couple of times does a floral arrangement appear and in such a way that it isn’t overtly feminine either. The pack bursts with red, cream and grey, which is a subdued palette but works well in the context of who the pack is intended for.
This specific release by Nike 6.0 is aimed at ‘progressive female action sports stars’ like: Ellery Hollingsworth (snowboarder), Monyca Byrne-Wickey (surfer) and Carissa Moore (surfer). Girls like these don’t want girly girl kicks they want something that is on par with the boys, at least that is the implication I am gaining from this 6.0 release.
Helena Christensen has signed on as photographer of this pack, the reason I bring this up is because recently a friend showed me an ad campaign she did for Reebok. Helena appears compeltely nude except a pair of Reebok trainers, this approach to advertising for sfemale sneakers has been popular and used by many other brands. This tactic intends to liberate women but instead only panders to male viewing pleasure, but it isn’t the approach taken by Helena for the ‘progressive’ women in the Nike 6.0 pack. Perhaps she has realised that it is demeaning to photograph women nude for the sole purpose of selling sneakers, considering men aren’t doing the same to sell theirs.
This being said I have no real qualms with the Nike 6.0 pack, the designs are appealing and refreshing. They could easily pass for male sneakers and I am sure there will be many men clambering for a pair. The photography is well done and reminiscent of the photography used by Ripcurl and Volcom, despite my concerns about Helena Christensen. These are designs that should appear more throughout Nike’s future releases dedicated to women. Elegant designs that are feminine without flaunting it and that needs to be taken into consideration in the future.
The one thing I do have to question though is why these designs are only being used for the upcoming Nike 6.0 release? Why couldn’t this have just been a general release, rather than one intended specifically for those who surf and snowboard? Aren’t these sneakers that could be enjoyed by all women, and even more so by the women who usually purchase the male designs? Nike is releasing a pack that is positive for women and not limiting them to the confines of stereotypes, but it is only being marketed towards certain types of women and that is limiting. My suggestion is that Nike should broaden the spectrum for this release and open it up to all of Nike rather than just 6.0, or alternatively design a new fall collection for women that doesn’t feature flowers and quilts.
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