Though Nike has previously worked with entertainers like Ellie Goulding on campaigns centered around movement, getting an actual signature shoe puts Hart in elite entertainer company with the Swoosh, joining the since departed Kanye West. While much was made of Kanye’s discrepancies with Nike regarding athlete over artist priority, it appears Nike will be using Hart’s intense training regimen, incredibly impressive work ethic and everyday guy relateability as catalysts for his kicks. The shoes debuted last night on Hart’s feet during an appearance on The Tonight Show starring Jimmy Fallon — a platform the Swoosh has smartly used to also debut the Nike Air Trainer V. Cruz and “Trainwreck” LeBron 12 Low PE in recent time.
Slated to drop in April, the mid-top training shoe sports somewhat of a chukka cut and is graced with motivational terms all over the upper that illuminate with camera flash. It’s safe to say these will have a strong social campaign for promotion as #MoveWithHart is already the hashtag and Kevin has an IG following of 28.4 million.
While the Kanye comparisons ultimately come to mind (and provide the Swoosh a pretty funny foil if they choose too), odds are this is much more about training and far less about lifestyle. Amongst the industry, the cross training category is perhaps the most competitive and unclaimed with every brand angling another way to own it. Reebok of course has Crossfit and UFC, PUMA signed Rihanna with intentions of boosting their women’s training line and Under Armour is even opening their Portland headquarters in the building where Tinker Hatfield invented the cross trainer as we know it. The bottom line? More people go to the gym and workout than hoop or subscribe to one notion of style. Cross training has a lot of could-be consumers and Hart’s hustle, hilarity and IG following make him a unique endorser.
Congrats to Kevin. Check out screenshots of the Nike Hustle Hart below and let us know your take on these kicks in the comments section.Nike Hustle Hart Nike Hustle Hart Nike Hustle Hart Nike Hustle Hart