Nike recently released its 'Flagstaff' colorway of the Book 1 sneaker, linked to Phoenix Suns star Devin Booker, who often retreats to Flagstaff, Arizona. The shoe's design attempts to reflect the area's natural beauty and Booker's connection to it. While some locals appreciate the recognition, others express discomfort with using Flagstaff's identity in commercial branding, especially due to inaccuracies and connotations surrounding the city’s image. The mixed sentiments highlight the tension between local pride and corporate exploitation in branding, as companies increasingly capitalize on regional names for marketing appeal.
When Book needs to escape the desert heat, he heads to Flagstaff, where he can walk the mountain paths worry-free. Nike's use of local color seems to be part of a larger branding trend that emphasizes small-scale authenticity over brute-force bigness.
As a longtime Flagstaffer, I'm torn by this product. On one hand, it brings a sense of validation: Nike has acknowledged us! We are seen! On the other, though, the use of the city's good name to sell sneakers feels like something akin to appropriation.
It’s true; the Book 1 'comes complete with a Humphrey's Peak woven label, which pays homage to the highest point in Flagstaff.'" (Actually, it's the highest point in all of Arizona!)
The heel of the shoe is adorned with the words, 'No Service,' which suggests that Flagstaff is a place to get away from it all, but also implies that it's a sleepy backwater.
Collection
[
|
...
]