Patta has never been one to do things lightly. Since day one their guiding ethos has been as much—if not more—about serving the culture as serving up great products. The much-talked-about The Wave collaboartion with Nike is no different.
Nike x Patta’s latest collaborative take on the Air Max 1 has garnered a lot of attention for its wavy (literally and figuratively) design and spurred a hot debate over which of the four colorways is the best. But, as with everything Patta does, the product is just the hook for a much more poignant narrative.
“Product will always remain a thread of what we deliver, and together, we’re committed to developing nuanced projects and narratives that aim to truly serve and drive change for our community,” said Gee Schmidt, co-founder of Patta, when the collab first released.
For “The Wave”, this has come in the form of a four-part film and an accompanying series of live panel talks on SNKRS with guests from Patta’s music, sports, and art communities.
In the film, filmmaker Mahaneela and creative director Steve McQueen take us into the world of Abdul and Carista, following their coming-of-self journeys while exploring the enduring influence Patta has had on its community and the wider industry. The series starts with Abdul feeling stifled by parental and societal expectations and wanting to break from the mold. By the final film, he has recognized his creative worth and reconciled with his family. His spoken word poetry, which narrates all four installments, illuminates his journey of self-discovery that, just like a wave, is a never-ending cycle of growth and change.
Tune in here for the final live talk today, December 9, at 8 p.m. CET on SNKRS, when Nike SNKRS veteran Az and the creators of The Wave will deep-dive into the making of the movie and how it has impacted them personally.
