Nike reinforces unity and crew mentality with Dunk High Retro PRM “拾”
Following the #TrueToYourCrew initiative in 2020, Nike is releasing the Nike Dunk High Retro PRM “拾”, featuring an all-white leather construction that continues to encourage unity and celebrate crew mentality represented by the iconic model.
“拾” translates to “ten” in Chinese numerology; it also means to pick up. By releasing the Nike Dunk High “拾”, Nike hope to remind us the core ethos represented by the Dunk, whether it’s the pride for your community or the celebration of your identity. With that in mind, Nike has brought together ten leading NBHD retailers in the Greater China region—with JUICE being the sole representative of Hong Kong—for an activation campaign that explores the meaning behind the Nike Dunk High “拾”.
Featuring an all-white premium leather construction, the Nike Dunk High Retro “拾” offers a clean canvas for infinite possibilities. However, don’t confuse white with basic, as the shoe is packed with tiny details that add meaning to the creation. Examples include the woven tongue, the five stars running down the toebox, along with the debossed “BE TRUE TO YOUR ____” found on the underside of the tongue in a nod to the Dunk’s 1985 debut campaign. On top of the embroidered “拾” located at the heel, the heel loop also comes with top-stitches in the shape of the Chinese character “十”, which, too, translates to “ten”.
Ten—a number that gives the feeling of a full cycle, offers an invitation for us to take it to the next level; just like the Nike Dunk High Retro PRM “拾” and its all-white design, which holds infinite potentials yet to be unleashed.
Customers are welcome to stand by your crew by customizing your Dunks with the accompanying toolkit. Choose among the enclosed hot-stamping stickers featuring logos of Nike SNKRS and all ten participating NBHD retailers, and make use of the provided marker for further personalization.
The Nike Dunk High Retro PRM “拾” will be available at JUICE Causeway Bay and Central locations from 31 March 2022.