In celebration of breakdancing’s Olympic debut at the Paris 2024 Summer Games, FUTURA and Nike teamed up to create a groundbreaking collection that honored the sport’s deep-rooted connection to street culture. Designed for movement, expression, and performance, the collection was worn by professional breakers from Team USA, Team Japan, and Team South Korea as they took center stage on the world’s biggest platform. The collaboration also introduced “The Jam,” a breakdancing-specific shoe engineered to support athletes as they push the boundaries of their craft.

Expertise

ICNCLST played a key role in bringing FUTURA’s vision to life, managing the collaboration from design to launch, ensuring it resonated with both the breaking community and the broader cultural landscape.

Artist-Driven Experience

ICNCLST brought FUTURA’s vision to life by integrating his signature motifs into performance-driven apparel and footwear, seamlessly blending art, sport, and national identity. To amplify the collaboration’s cultural impact, we curated a high-energy launch event in New York, featuring an exclusive showcase and a live set by legendary DJ A-Trak, immersing guests in the world of breaking and creative expression.

Curation & Athlete Alignment

By ensuring the collection was worn by top Olympic breakers, ICNCLST reinforced the authenticity of the collaboration, bridging the worlds of streetwear, sport, and artistic expression.