[Fashion]

THE BOUNCE RETURNS: NIKE SHOX, AW LAB, AND A NEW WAVE OF REALNESS

AW LAB introduces the latest Nike Shox, a comeback built on bold design, movement, and everyday self-confidence.

AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli
AW LAB partners with Casawi Magazine to relaunch Nike Shox through the eyes of three community members: @rigatilde, @banana, and @havana. The activation took place inside an AW LAB store where participants documented their experience without direction, creating authentic content that shows the sneaker through lived moments rather than staged photography. The campaign emphasizes self-expression and community while reconnecting the Shox silhouette to its cultural roots in early 2000s style and contemporary street culture. Photography by cristina sinelli
AW LAB/Cristina Sinelli

Few sneakers carry a legacy as bold as the Nike Shox. When they first appeared in the early 2000s, they were impossible to ignore. The metallic columns, the bounce, the attitude, everything about them felt futuristic. They quickly became part of the visual language of that era: seen on athletes, pop stars, and in some of the most defining style moments of the early Y2K years.

Over time, the Shox transcended sport. They became a statement. Their silhouette was reinterpreted and celebrated through collaborations with some of fashion and music’s most influential names from COMME des GARÇONS to Skepta to Martine Rose. Each brought their own lens to the shoe, expanding its identity from a performance product to a cultural icon. The Shox became synonymous with movement, experimentation, and expression.

Now, Nike and AW LAB bring that same energy back with a new Shox silhouette. A design that reclaims its original power and gives it a modern twist, built for a generation that sees sneakers as a way to communicate who they are. The return of the Shox is about energy, that feeling of confidence and rhythm that defines a new wave of creators and communities.

To celebrate the launch, AW LAB partnered with Casawi Magazine to create an experience that reflects that spirit in the most natural way possible. The idea was simple yet powerful: From Her Phone.

AW LAB collaborated with three girls from the Casawi community: @rigatilde, @shadesofbanana, @hoxes, @francescareinecke, @giorgiaacelante and @elisaagabriele - to take part in the project. Not as models or ambassadors, but as themselves. Each represents a different way of expressing identity and confidence. Together, they shaped the story from within.

The activation took place inside the AW LAB store, where the concept came to life. We literally handed them the phone and stepped back. What happened next was spontaneous, unfiltered, and full of energy. They explored the space, tried on the new Shox, and recorded their own perspectives, showing what the product looks and feels like when it’s lived, not directed.

What emerged was a series of real moments: laughter, conversation, movement, connection. The kind of authenticity that can’t be scripted. Through this lens, the Shox became more than a sneaker. They became part of a story about self-expression, community, and the joy of being seen.

The new Nike Shox embody what makes this generation unique. They’re bold and technical, but also personal. They belong to those who move between worlds - fashion, sport, street - without needing to choose one. Through this collaboration, AW LAB continues to champion individuality and real representation, giving voice to the people shaping culture in real time.

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Kristin Kaye

Kristin Kaye

Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.

Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.