From Creative to Collaborator: The miniswoosh Journey with Nike

*By Vinny Tang*

In the ever-evolving realm of sneaker design, the fusion of creativity and collaboration has birthed a new era of DIY designers. Among these innovators stands Alex Hackett, operating under the moniker ‚miniswoosh.‘ Her unique approach to reinterpreting iconic designs has captured attention. I recently caught up with Alex in her London studio, where she shared her journey from a creative outlier to a collaborator with the global sportswear giant Nike.

# *The Genesis of miniswoosh Style*

Alex’s journey commenced during her first year of university, driven by a fervent passion for questioning functionality. Engaging in experiments with an array of materials, from AstroTurf to banana peels, she cultivated a distinctive style. Instagram emerged as her canvas, providing a platform to showcase her creations under the handle @studioalch. This iterative process of finding materials, crafting products, and sharing them marked the inception of the miniswoosh style.

As her academic pursuits progressed, Alex’s focus shifted toward functional products and the sportswear industry. Technical textiles like NASA space foil found their way into her creations, reflecting a commitment to merging sustainability with innovation. The core philosophy of reconstructing, deconstructing, and experimenting with non-traditional materials remained the cornerstone of both her studio practice and brand, ALCH.

# *Drawn to the Swoosh: Nike’s Iconography*

What sets miniswoosh apart is her attraction to Nike’s diverse iconography and design cues. From the heel tab on a TN to the shape of a shoe box, the wealth of elements under the Nike umbrella offers an infinite realm of possibilities. Beyond aesthetics, Alex admires Nike’s ethos, emphasizing positive sportsmanship and ambition – values she finds motivating and applicable across various facets of life.

# *Forging the Nike Partnership*

The journey from a creative admirer to a collaborator with Nike is a testament to Alex’s unwavering determination. After relocating to the UK in 2015, her association with Nike began on the retail side. However, the desire to contribute creatively led her to pursue a more profound affiliation. Living in London, proximity to the brand’s epicenter at Footpatrol provided a closer connection to Nike’s creative landscape.

Social media played a pivotal role. Alex’s vocal expression of love for Nike on platforms like Instagram contributed significantly to her visibility. Invitations to consultancy meetings at Nike’s HQ allowed her to offer opinions on upcoming products. The turning point arrived with an unexpected opportunity – participation in the Vote Forward campaign for Air Max Day. This marked the initiation of a collaboration that surpassed her initial expectations.

# *Nike’s Evolving Stance on Creativity*

The partnership with Nike signifies a shift in the brand’s approach toward reinterpretation. While Nike historically distanced itself from alterations to its iconic Swoosh, initiatives like the Vote Forward campaign showcase a changing mindset. According to Alex, Nike is becoming more open to collaboration, inspiring and empowering passionate individuals to contribute directly to the brand’s narrative.

Alex’s involvement expanded beyond conventional collaborations. Hosting a workshop at Blue Ribbon Studio in Nike’s Portland HQ, she engaged with employees, exploring unorthodox Nike textiles to create experimental products. The experience was eye-opening, revealing the brand’s willingness to embrace unconventional approaches to design.

# *Beyond Collaboration: The Future of miniswoosh*

The trajectory of miniswoosh continues to evolve. While official collaborations, such as the chore jacket and waist bag for ‚The Basement‘ Dunk Low release, gain attention, most of Alex’s pieces remain personal projects or limited runs. The dream, she shares, is to continue collaborating with Nike on products that align with their shared vision for design and innovation.

In the ever-changing landscape of sneaker design, miniswoosh stands as a testament to the power of passion, creativity, and collaboration. Nike’s embrace of her work signals a broader shift in the industry, opening doors for independent designers to contribute to the legacy of iconic brands.

*Follow miniswoosh’s journey on Instagram: @miniswoosh*

*Originally published in Sneaker Freaker Issue 39.*

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*As the sun sets on the horizon of creativity, Alex Hackett’s journey with Nike unveils not just a collaboration but a symbiotic evolution. The genesis of miniswoosh style, rooted in experimentation and material play, has blossomed into a distinctive language. This language, showcased on Instagram under @studioalch, captures the essence of reconstructing, deconstructing, and experimenting with unconventional materials.*

*In the ever-expanding lexicon of Nike’s iconography, miniswoosh finds inspiration. The subtle details, from the heel tab to the shoe box’s shape, become the building blocks of her imaginative playground. Yet, it’s not just the aesthetics that draw her in; it’s Nike’s ethos of positive sportsmanship and ambition that resonates across the various facets of her life.*

*The forging of a partnership with Nike wasn’t a serendipitous occurrence but a testament to Alex’s unwavering passion. Relocating to the UK in 2015, she transitioned from the retail side of Nike to a more creative realm. Proximity to Nike’s epicenter at Footpatrol in London offered a front-row seat to the brand’s creative tapestry. Vocalizing her love for Nike on social media, especially Instagram, amplified her visibility.*

*Consultancy meetings at Nike’s HQ marked a pivotal phase. Opinionated and immersed in the brand’s universe, Alex became part of the Vote Forward campaign for Air Max Day. This unexpected twist in her journey opened the doors to a collaboration that surpassed her initial expectations. Nike’s evolving stance on creativity became apparent, and Alex found herself not just contributing but leading a workshop at Blue Ribbon Studio in Nike’s Portland HQ.*

*The future of miniswoosh, like a canvas waiting for strokes of creativity, remains fluid. Official collaborations, such as the chore jacket and waist bag for ‚The Basement‘ Dunk Low release, showcase her imprint on Nike’s narrative. Yet, amidst the official releases, the majority of Alex’s work remains personal, a testament to her deep appreciation for the brand.*

*As miniswoosh’s trajectory unfolds, the dream remains steadfast – to continue collaborating with Nike on products that extend the boundaries of design and innovation. In a dynamic landscape where collaboration is the language of progress, miniswoosh stands as a beacon, illuminating the possibilities that arise when passion, creativity, and collaboration converge.*

*Follow miniswoosh’s ever-evolving journey on Instagram: @miniswoosh.*

*Originally published in Sneaker Freaker Issue 39.*