The Concepts x Nike Air Max 1 collaborations were among the biggest bubble-soled releases of Air Max Month, and the boutique’s Dubai outpost went all out for the IRL drops. Leaning into the shoes’ inspired themes of ‘Mellow’, ‘Heavy’ and ‘Far Out’, each release at key locations in the populous city was a colourful trip for sneakerheads looking to pick up the retailer’s latest joint efforts.
Beginning all the way back on March 5, Concepts kicked off their ‘Mellow’ AM1 release at La Mer and brought their psychedelic VW van along for the beachside party. DJs were on deck to relay a ‘Message to the Universe’ and help the attendees have, as the name suggests, a ‘Mellow’ time.
The following weekend, things were ramped up to ‘Heavy’ proportions over at West Beach for another waterfront bash. Crowd numbers definitely weren’t light either, as sneakerheads flocked for the second of three Concepts colabs.
After a two-week pause for March 26, aka Air Max Day, Concepts went ‘Far Out’ at their City Walk store location. DJs were subbed out for live musicians, and the entire shop was fitted out with the craziest of the three AM1s. This release also had the most elaborate packaging, which saw the aforementioned VW van converted into the outer shoebox for the shoes.
Need more Concepts? Sneaker Freaker caught up with creative director Deon Point on their latest colab – check it out here.