Is This the World’s Most Boring Sneaker?

Over the weekend, Nike took out a full-page ad in Sunday’s print edition of the New York Times to herald the NikeCraft General Purpose Shoe, its latest collaboration with the New York-based artist Tom Sachs. The ad praised the sneaker as something that most advertised products claim not to be: “Boring.” In true Don Draper fashion, the rest of the retro, text-heavy ad rallies against the tendency of sneaker companies and fans alike to anoint footwear with meaning its primary function, which of course is to protect one’s feet from the ground. The General Purpose Shoe, instead, it is a… Read Full Article