Hot Lava
February 1, 2015
Nike’s Aussie Open outfits have been a trip back to the 90s. Black socks, crackly graphic prints and a neon colour cocktail. It’s been a welcome disruption to the dull uniformity of brands like Uni Qlo and the surprisingly understated Under Armor.
Of course it all began with Agassi. Nike ran wild with his outsider attire, echoing McEnroe’s rebel yell and turning it up to eleven. It was an abrasive visual jumble, blistering with cocksure street-hustle charisma. Skate graphic splatters, cut-off denim shorts, aggressive Air Tech Challenge sneakers with bright pink Hot Lava pops. All topped off with a ponytail toupee.
Here’s a vintage 90s Agassi polo shirt from my toy box. It may seem over the top, but it represents the genius of Nike: a brand that knows how to pull the trigger and take outlandish creative risks.
Legendary poster artist Raymond Savignac spoke of the need for advertising to be a “visual scandal”. Nike are the masters of it.
