NIKE’s 72 vs. 2009 “Innovation to Innovation” pack will see the release of the brand’s most fundamental model: the CORTEZ.

The NIKE CORTEZ was the first sneaker ever designed by the American brand freshly launched by Bill BOWERMANN and Phil KNIGHT (the coach and his athlete). It’s also the first sneaker to sport the famous swoosh designed by Carolyn DAVIDSON. The CORTEZ is the very foundation of NIKE’s DNA as it was a huge commercial and technical success. It was also the then very young brand’s first cross-over success: from the running tracks to sports stores all the way to mainstream fashion.

Understanding the technical prowess that the CORTEZ represented is key to grasping the importance of the model within the brand’s history. Designed in 1972 by Bill Bowermann to meet runners every need, the CORTEZ is the first ever sports shoe to have a double-density intermediary sole for enhanced comfort, better shock absorption and new and unique sensations. A small revolution in the universe of running.

We tend to forget how uncomfortable and fragile running shoes used to be back in the days. The extremely basic design and materials of the shoes would put the sole of athletes’ feet to the test. The funny thing about the CORTEZ is that two of Bill and Phil’s regular customers suggested including the sole of a shower slipper in the soon to come sneaker. According to them it was the most comfortable insole produced at the time. Unknowingly they were behind the very first intermediary sole in the history of footwear.

The second distinctive attribute of the CORTEZ is its plastic outer sole. The herring-bone design of the sole gave the sneaker small teeth which were primarily for flexibility and traction. Back in the days though, the “teeth” had to stay fresh and white if you wanted to shine in front of your crew or your girl. They became a brand in themselves.

The CORTEZ’s last technical innovation comes from its base material: its coloured nylon outer shell. Although marine blue was its first and only official colour, due to a lack of stock in any other colour, the small running sneaker grew more and more successful as more colourways were released – orange, black, green or pink. Never had such combinations been dared on a sports shoe. The numerous colourways helped seduce the last few resisting consumers how for the first time experienced the joy of having truly unique sneakers.

While athletes kept their CORTEZ’s on after training, and sport became more and more popular, lifestyle sportswear slowly began to appear in university campuses across America helping NIKE sneakers gain even more commercial success. The streets instantly fell in love with the comfort which was perfectly adapted to their growing needs in mobility as well as their funky design. Compared to what other brands had to offer, the CORTEZ was among the most modern and innovative sneakers. Its evolution from the running tracks to grimy streets perfectly represented to of NIKE staple concepts: comfort and design.

The CORTEZ would go on to become one of the most recognised and celebrated models in sneaker culture, a true street icon. The first ever to come from athletics/running. It has found its place in the sneaker Hall of Fame next to other such classics as the Converse All-Star (basket-ball) and the Adidas Superstar (Basket-ball).

In its long (and still running) history the CORTEZ will have graced the feet of b-boys in NYC to pop and lock, kids to play ball on playgrounds, entire Latino crews in L.A, etc. It will have been a worldwide cultural symbol for urban culture, hip-hop, pop and even had a love affair with “brit-pop” during the 90’s.

The CORTEZ shines bright and will put its wearer in the spotlight. A symbol of a certain atemporal classiness the CORTEZ is an exterior sign of freshness.

Translation : SEBASTIEN 2T

Thanx : Thomas G. x SNKR ADCT