The brand is partnering with 50 influencers who have put their individual spin on a pair of blank Nylites. The custom artwork will be exhibited at events throughout 2017, culminating in an auction for charity at the end of the year. The collection can be seen online.
Those putting paintbrush to sneaker include Andre 3000, Jeff Staple, Jayson Atienza, Alexander-John, Mimi Yoon, Samara Shuter and Dominic “The Shoe Surgeon” Chambrone. Exclusive artist content will be distributed and promoted via Tretorn digital channels as well as the artists’ own, using the hashtag #Nylite50.
“We continue to seek new and authentic ways in which to make Tretorn culturally relevant and connect with our audience,” said Natasha Fishman, EVP of marketing for Authentic Brands Group, parent of Tretorn.
The sneaker became a favorite among tennis stars Bjorn Borg and Martina Navratilova, who wore it on and off court. In 1976, it made a Wimbledon appearance, turning it into preppy must-have. It’s designed with a natural canvas upper, environmentally friendly EcoOrtholite sockliner and non-marking rubber sole.