The Lagos jumps to kicks design story
Lagos, Nigeria, is not only Africa’s largest creative hub but home to top photographers and pop culture pioneers. Bolarinwa Yusuf Olasunkanmi, popularly known as Horlar of lagos is the latest of the crop to champion indigenous creativity to the world through his collaboration with Nike.
As soon as Nike hit the market in Africa, the Air Force 1 became the go-to sneaker for everyone who loves sneakers. The style is simple yet classy, and the kicks are very comfortable while still representing the original sneaker culture. Every teenager wanted to own a pair, and Horlar was no exemption. Horlar of Lagos is known for his super clean photos of lifestyle connoisseurs, music artists, and celebrities across the continent, and he was dubbed the number one lifestyle photographer in Africa. The stellar images, crisp outfits, and sneakers are synonymous with his style, but he wasn’t born into the lifestyle or fame.
Horlar of Lagos started as an enthusiastic photographer capturing people and moments at every chance he got while shuttling the hectic streets of Lagos in his Nike slides. Some stories sculpt who we are for a long time, and for Horlar of Lagos, it’s no different. The Horlar X Nike collaboration design has an in-depth meaning embedded in every sneaker that would be out, albeit just two different designs. They encapsulate his story from time past as an art photographer, lifestyle photographer, and sneakerhead.
Speaking about the story behind the design, Horlar of Lagos says, The designs were hand-painted by LayersX Customs and not only resonate with my love for the art but also detail my story at a glance.
It is no surprise that Nike shoes are the go-to sneaker in this part of the world, and what better way to introduce my Nike collaboration to my people than to bring back a new form of sneaker that is a part of the culture here now?
The idea for these designs stems from my time struggling as an upcoming photographer in the entertainment industry. In one of my many timely chases with the yellow and black buses in Lagos, I lost my camera while chasing a bus and a better future. This new sneaker is the first of its kind in Nigeria, and everyone who is anyone already wants a piece as they all feel like they’re a part of this new leap and what it represents. My progress and trajectory are put together in these “not just sneakers,” but a masterpiece.
A sneaker community has been birthed out of continuous work by Horlar of Lagos and his team, as they have, and continue to do all that propels the sneaker culture, from creating content on YouTube to posting new and exciting videos while educating the continent through his social media platforms. With a constantly innovative strategy and interacting with sneaker enthusiasts, Horlar of Lagos is building a vibrant and eager community that would propel the sneaker culture across the continent through his diverse content.
This is a Nike Collaboration design story that speaks volumes of Horlar of Lagos. A Lifestyle photographer and creative sneakerhead buttressing the sneaker culture in Africa.
The sneakers can be pre-ordered from August 12, 2023, and the official launch for the Nike X Horlar of Lagos sneaker is August 27, 2023.