Watch Out of Office on our YouTube Channel

Nike Turned Queen West Into a Fashion Forward HypeBae Dream

Founded in making the invisible visible,

rooted in air,

inspired by sport and shared by

modern, confident, creative women.

If you’ve taken in anything fashion-wise this last year, it should be that Toronto and Nike have proven to be a match made in sneaker heaven. From opening the Jordan Store to Sneakeasy, a light has been set in The Six and it’s only getting brighter. Now it’s time for the ladies. Nike Women brought to life the VaporMax on Queen West in Toronto with the launch of the Nike Air Society Toronto the week of July 10th. To launch the Nike Air Society in Toronto, Nike collaborated with three local designers – Smythe, Hayley Elsaesser and Markoo to create 9 limited-edition curated looks and three airy artistic window installations. The goal? Inspire and propel Toronto females forward.

The editorial looks were inspired by one of three Nike Air VaporMax colourways and brought to life with a local Toronto style icon, photographed by Matt Barnes. The chosen muses couldn’t have been better picked. They 3 women that embody the creativity and ambition of each designer included, Amy Patel (Smythe), Sandy Gill (Hayley Elsaesser) and Nadia Gohar (Markoo).

In addition to the 9 orginal looks inspired by Nike and the idea of fuelling female ambition, a series of 3  windows that sit across 3 blocks on West Queen West will be on display for 3 weeks. Each installation is a different expression of the  collaboration and a sight that will make every millennial on a creative mission take a second look.

The innovation doesn’t stop there! With the launch of the #NikeAirSociety in Toronto comes the place to explore and purchase these looks online –  This site lets you purchase the full outfit put together by the designers and get a complete 360 perspective.

From their iconic jackets, right down to the essentials, Toronto co-designers, Smythe are known for their bold, modern style. Built around their latest Azure Boy Blazer and elevated by the Nike Air VaporMax Flyknit, their collection consists of 3 versatile new looks – each tailored to a real woman’s lifestyle.
Established by design duo, Tania Martins and Mona Koochek, Markoo is the breakout fashion label turning heads across Toronto and beyond. Styled around the Nike Air VaporMax Flyknit, their 3 new looks combine edgy and elegant – reimagining the staples in unexpected ways.
Hayley Elsaesser
For Hayley Elsaesser, life is too short to wear boring clothes. Anchored in the Nike Air VaporMax Flyknit, the Toronto-based designer created 3 ready-to-wear looks, combining function and style with fun, colourful looks that stand out in the Queen Street crowd.


Nike Toronto can only go up from here. The Air Society campaign will continue to grow and transform other “physical and digital experiences” beyond all our Canadian expectations.

Lindsay Sganga

Notable Life Sr. Social Media Editor