Nike has announced that it will be postponing its highly anticipated collaboration with Travis Scott, after the tragedy that unfolded during his performance at Astroworld.
According to Forbes, the collaboration between Nike and Scott consisted of special edition Air Max’s, and the kicks were meant to drop mid-December, just in time for Christmas!
Nike and Scott have a successful collaboration history, the last collab saw Scott’s sneakers sellout, however, Nike has chosen to put a pause on the new kicks, assumedly in light of the recent tragic events.
In case you are living under a rock, less than a month ago, a crowd surged during Scott’s concert and it resulted in 10 deaths and over 300 people being injured. Scott has also been criticised for not taking crowds safety seriously in the past.
Of course, Nike joins a long line of sponsors and collaborators that are distancing themselves from Scott. W Magazine is reportedly scrambling to pull the plug on an already printed issue, where Scott and his girlfriend Kylie Jenner are the cover stars.
Still, before the tragedy, Scott was marketing gold, known for collaborating with everyone from McDonalds to Dior, and interestingly Nike has not cut ties with Scott completely.
So perhaps the sneaker giant is waiting to see if Scott will manage a redemption arc.
