Better known for Dunks, Shox and Waffles than they are for moccasins, boots and chukkas, Nike is in the process of smartening up its act (and the company's footwear range is trailblazing the way).
Green shoots came in the form of the American superbrand's collaborations with French company APC and streetwear legend Hiroshi Fujiwara. Both partnerships achieved the opposite of Nike's trademark approach by keeping details to a minimum. The result? A trainer that a man of any age could wear.
The upward turn continued with the re-release of Nike's "All Court" range, a bonafide contender for Jack Purcell's crown. If you're still not a fan of the swoosh, then the soon to be released Zoom Match Classic could be to your taste - it's unusual for the loudest thing about a Nike trainer to be it's name.
Judging by the way things are going over in Niketown, we're about to start loving the globe's biggest sportswear brand once again.
Nike Zoom Match Classics are available from www.crookedtongues.com