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Give your streetwear a global twist at Nike’s Unlimited London Sneakers Cube

By Jon Cook

There are few things worse in life than spotting someone else wearing the same trainers as you. Okay, first-world problems, there are a lot worse things – but it’s never cool jumping in a near empty tube carriage proudly rocking your box-fresh new kicks only to realise that the person sat opposite you is wearing the exact same shoes.

Luckily, these days London is full of amazing sneaker boutiques selling rare footwear to minimise the risk of the above horror situation. But for those looking for something more than limited-edition, a special ‘customisation experience’ happening at the enormous NikeTown on Oxford Circus for the next couple of weeks is well worth a look.

Each weekend until August 21, a different artist representing Rio, Tokyo and, of course, London will take over the Sneaker Cube space on NikeTown’s third floor to launch their own exclusive pack of patches, graphics and pins with which you can personalise a range of apparel. Plus, you’ll be able to customise the all-new Air Max 1 Flyknits with 37 different flag options  some of which you can see above – so you can rep your heritage just in time for the Olympics. 

Up first this weekend (August 5-6), British artist Ben Drury’s London designs will be available, taking inspiration from the city’s pirate radio culture to re-work St Paul’s Cathedral as a radio transmitter, as seen above. Subsequent weekends will see Jiro Bevis and Sara Andreasson’s respective Rio and Tokyo designs and collections on offer until stocks last.

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