In the world of sports collabs, some partnerships just make sense — the WNBA and Opill, LeBron and Barbie, Jaylen Hurts and Sprite — and some give a bit more of, how should we put it, puzzled vibes.
For us, Nike’s latest co-branded product drop with the Museum of Modern Art (MoMA) falls right in the middle. While both brands are globally recognized in their respective domains, their upcoming (Oct 3) sock launch is an interesting mashup, especially given the recent news about Nike shifting its strategic direction away from being a broad lifestyle brand to double-down on its original sports performance focus.
The first edition of this brightly colored footwear was released last August, on the heels (get it?) of several museum exhibit collabs. The most recent designs look to be just about, or maybe exactly, the same as the originals, being what HighSnobsociety accurately described as “basic Nike socks with MoMA branding.”
Image source: MoMA store online
We get the intent of this collab, which Nike has positioned as “underscor[ing] the connection between movement and design, while offering a reminder that inspiration is often exemplified in everyday objects.” And yes, we also acknowledge the potential for this type of product to reach beyond art into sports, and beyond sports into art, creating a new overlap of fans and aficionados. But we can’t help but wonder how the two cultural icons could have leveled-up their merch even further, beyond slapping some cool color-blocking and logos on high-quality fabric.
*Footnote (so many good puns here) — the press release from the 2024 collab states that “all purchases support educational programmes within the museum,” but we haven’t seen anything on the actual MoMa product page, or the 2025 announcement, confirming this.
With that in mind, let the free-flow of ideas commence:
🎨 THE “COMMUNITY CANVAS” PROGRAM
Nike and MoMA could team up with local art schools and community centers – specifically in NYC and Portland, each brand’s respective home city — to launch the “Community Canvas” program, an initiative that provides art supplies and mentorship to students in underserved communities.
The program’s kickoff (we couldn’t resist) would challenge these young artists to create works inspired by their favorite sport or athlete, weaving elements of character, determination, resilience, and giving-back into their visual narratives.
The most compelling pieces would be featured in a temporary digital gallery on Nike.com and in MoMA’s online (and physical) gift shop, with proceeds from sales going back to fund the same “Community Canvas” programs that made the designs possible. Regenerative partnerships for the win.
Image generated by AI
🧦 FITS IN THE GAME
This idea brings a third partner, EA Sports, into the mix, leaning into the intersection of gaming, fashion, and sports to drive digital engagement and social impact. The trio would launch a nationwide "FITS in the Game" challenge — playing on EA’s tagline “It’s in the Game” — where aspiring designers of all ages could use a virtual app (either based on Nike’s existing sneaker customization tools, or something created bespoke by EA) to create their own co-branded Nike x MoMA wearables for the 2027 release of EA Sports College Football.
The winning designs would be featured as limited-edition digital assets to be purchased and worn in the game, with sales benefitting the American Heart Association’s Bear Bryant Foundation (ok fine, a fourth partner) — extending their current 2026 collab, where the Bear Bryant Award itself was imbedded into gameplay. Not only would this be a sneaky-smart way to engage sports and gaming fans in art and culture, but also to continue a nonprofit partnership that’s on the cutting edge of leveraging fandom for the greater good.
Image generated by AI. Not the best, not the worst.
🧠 A FEW OTHER BRAIN NUGGETS
- Bring-in Nike-sponsored collegiate, pro, and Olympic athletes to not only model the socks, but to sign and auction-off a few pairs to support their favorite nonprofits or their own foundations. It’s a perfect way to weave (sorry, not sorry) Nike’s renewed commitment to sports performance back into this lifestyle collab.
- Donate sets of the brightly colored footwear to orgs like Starlight Children’s Foundation (check out our Orlando Magic x Starlight idea here), which gives kids undergoing tough medical treatments more playful, comfortable, and comforting clothes to wear while they’re in the hospital.
- Partner with RCX Sports, which manages the MLS Go youth leagues, to create a co-branded “SOCKer Locker” program, where every kid who registers to play gets a small travel bag/portable locker filled with three pairs of Nike x MoMa socks to wear throughout the season, and reduce their parents’ out-of-pocket gear costs.
Nike x MoMA x RCX “SOCKer Locker” idea. AI failed, but hopefully you get the gist.
Sometimes these Leveling-Up ideas basically write themselves, and we’re just here as the conduit for getting them out into the world. There’s SO much more good to be done with branded partnerships like this. Let’s keep crushing ‘em together.
