For a lot of sneakerheads, the game has lost some of its excitement over the past year. With the well-documented challenges of using the SNKRS app, the void left by the loss of Virgil Abloh and his Off-White Nike collabs, and the sheer volume of sneaker releases that seem to be coming out, the amount of effort it takes to stay on top of things can be exhausting. That said, it’s also the perfect time for sneakerheads to step out of their comfort zone and try new things. After all, the supply is out there, and if you’re open to it, you might find taking a risk will bring back the love for kicks. The same is true for even the most famous of sneakerheads like Travis Scott.
Travis Scott’s love of sneakers is well documented, so it makes complete sense that his passion for kicks has resulted in countless collaborations with Nike and Jordan Brand. If we’re being brutally honest, though, the Houston native hasn’t been delivering the same level of hype that he once did. That could all be changing after people saw what was on his feet when he stepped out at the Cannes Film Festival this week. The rapper known as Cactus Jack was spotted wearing a brand-new sneaker silhouette that has sneakerheads buzzing and according to Nice Kicks, these might be a completely new Air Jordan design from Travis Scott.
While it might seem like the level of popularity that Travis Scott has achieved would result in the instant success of anything he creates, the past few releases suggest otherwise. His Air Jordan 1 collaborations have lost their value over the last couple of colorways, his Nike Air Max 1 and Air Trainer 1 collabs can be found for retail or less, and even being one of the most famous rappers on the planet doesn’t guarantee that releasing an entirely new silhouette will be a success. In fact, there are plenty of “new” sneaker designs from athletes and celebrities that have been long forgotten despite the fact that they were actually really good (remember the Nike Air Cruz?).
We may not know much about this potentially new style but one thing we can be sure of is that Travis Scott’s upcoming Utopia album is set to release in late June. That means the build-up is already well underway, and the timing of his new Air Mac Attack and this mystery sneaker have been strategically chosen as a part of the hype. Expect to find out more about Travis Scott’s latest sneaker in the near future and we’ll see if La Flame can reignite his sneaker legacy before it burns out completely.
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