The streets of Lagos come alive in a new campaign for the Air Jordan 4 Retro, courtesy of renowned streetwear brand Patta.

 

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Directed by Tunde Cutz and TSE, the video features some of the key cultural figures in Nigeria: the ever-stylish Prettyboy D-O, singer, YKB, acclaimed artist Ayanfe Olarinde, Walter Banks, Nachi, and Dricky.

 

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First introduced in 1989 and famously dubbed the “Black Cement,” the Air Jordan 4 “Bred” has undergone five retro iterations since its inception, with the most recent release bringing a cool update to the classic style. This version rocks smooth black leather instead of the usual stuff, making it a must-have for sneaker fans who dig fresh twists on old favourites.

Established in 2004 in Amsterdam by Edson Sabajo, Patta has become a global force in streetwear. The brand has a rich history rooted in skateboarding and hip-hop culture.

Patta is known for its high-quality apparel and footwear collaborations, often partnering with established brands and emerging talents to create one-of-a-kind and coveted releases. The campaign is expected to highlight the importance of hard work, dedication, and the belief in achieving one’s goals.