by Abe Schwadron / @abe_squad
Yesterday, the good people at CounterKicks posted pictures of Nike’s 2012 re-release of the Zoom Huarache 2K4, set to drop next summer. Originally designed as signature kicks for Kobe—pre-Colorado incident—the 2K4s instantly became a favorite among serious hoopers. Simple, comfortable and durable, these Huaraches are sure to be a big hit, again. At least for those who are less rare kick collector and more serious basketball player. And, they also give us a chance to re-watch one of the best TV sneaker spots in recent memory. The ad, which Nike called “Evolution,” features an ever-morphing basketball sneaker with cameos from some of the most iconic Nike shoes in the company’s history. Indeed, the Huarache 2K4 was originally inspired by a half-dozen basketball performance sneakers, including (in order of appearance in the commercial) the Nike Blazer, Nike Air Force 1, Nike Air Flight Huarache, Air Jordan XI, Nike Air Penny IV and Nike Hyperflight.
The following ad aired for the 2K4s as well, with a similar theme but more sneakers to consider. The timeline ad, like “Evolution,” inspires cool because it’s not “in your face.” There are no players hawking their sponsor, no action shots, no sexy taglines or names. Just the kicks. It’s Nike saying, we’ve been here for decades, making the shoes you wear on the court and that you love. So buy our next shoe. And that’s what we want, right? For the company to get out of its own way and let the sneakers be sacred, to be judged by the people who lace ’em up.
And hey, since we’re talking evolution, check out one of the original Huarache ads to see just how far we’ve come.