Nike Promote Their Shift Into Gaming With Kai Cenat And The Air Max 1 "Low Poly"

If you were a sneakerhead back in 2022, you'll likely remember the NFT boom. It seemed like every brand was launching virtual products and finding a way to bring their brand into the digital world. Nike was one of the brands aiming to be on the cutting edge of this craze which led to the launch of the .SWOOSH division, a project which would allow Nike to experiment with Web3 technology and virtual products. This eventually led to the launch of OF1 boxes and the AF1 "Tinaj". However, with the drop in demand for NFTs and cryptocurrencies, it looks like Nike have now set their sights on transitioning .SWOOSH into a new market, gaming.

Launching in the biggest possible way, Nike have chose streaming star Kai Cenat as their first ambassador and to debut the upcoming .SWOOSH x Nike Air Max 1 "Low Poly". Causing a stir across the internet, sneakerheads are buzzing with excitement to add this pair to their collection. Want to know how you can get your hands on a pair? Keep reading to find out.

Kai made history as the first streamer to secure a significant deal with Nike, demonstrating that streamers can rival, if not surpass, athletes in today’s cultural landscape. With 10.8 million Instagram followers and 86.5 million subscribers on Twitch, his relatable and comedic approach resonates deeply with fans from all walks of life. With such a loyal and young audience, its no wonder why Nike has shifted .SWOOSH to focus on the growing gaming market.

Taking a closer look at the upcoming .SWOOSH sneaker that Kai debuted, it seems to be a very symbolic release. Opting for the Air Max 1, a sneaker which holds a special place in Nike's history, this shoe sticks closely to Tinker Hatfield’s classic from 1987, but with a fun twist. The OG “University Red" colourway has been updated to bring back those nostalgic ’90s video game vibes, with a pixelated Swoosh and mudguard which reminds us of early Playstation 1 graphics. The geometric design continues on the upper, with a gradient of grey pixel squares leading into the toe box.

Officially titled the AM1 “Low Poly”, the name and concept of this shoe is derived from a modelling technique used in early video game design which led to those janky models we all remember. There are also a load of small details which truly make the shoe standout, such as tongue branding in a digital font and a “Push/Start” label on the insole.

Launching alongside an immersive experience titled Max's Lab, the Air Max 1 “Low Poly” looks set to be a big step forward for .SWOOSH. The sneaker is set to go live via pre-order on the 8th of October with an expected retail price of around £145. Nike has also confirmed that the shoes will be shipped around 120 days after the order is placed, so don't be expecting to get your hands on these until 2025.