Nike Commissions ‘Blood, Sweat & Tears’ Shoes Capturing Never-Give-Up Attitude
Image via The Shoe Dr
Nike might have frowned upon those notorious custom Satan Shoes that were infused with a drop of real blood, but it’s giving its own well-intentioned version (with fake blood) its seal of approval as a gift to 34-time Tour de France stage winner Mark Cavendish, the first to match the record set by Belgian cyclist Eddy Merckx, and his family.
Nike commissioned sneaker customizer The Shoe Dr, real name Shea Gribbon, to produce eight personalized Air Force sneakers to commemorate the milestone while acknowledging the painful journey leading up to it.
Cavendish had battled the debilitating Epstein-Barr virus and clinical depression. When it looked like he was headed towards the end of his career, the English cyclist turned things around at this summer’s Tour de France with record-smashing wins. Throughout his 14-year career as a professional cyclist, Cavendish was an ambassador for Nike.
Nike’s brief was direct; the company wanted The Shoe Dr to not only “celebrate the milestone” of the 34 stage wins, “but also the blood, sweat and tears put in by Mark to achieve this after so long.” Also important was an homage to “those who stood by and believe (and still believe).”
And depict blood, sweat, and tears did the special-edition Air Forces with red and blue paint splashes. Touches of yellow and green reference La Grande Boucle’s jerseys, according to Cycling Tips, while the digits 34—signifying Cavendish’s wins—are painted on the heel.
The phrase “We Believed” is seen on the upper, with some letters canceled out to read the enduring alternative message, “Believe.”
“An epic comeback in 2021 through illness, team politics and misfortune Mark has talked about always believing, believing that he still had it, believing he could do a great job for his team and believing he was still a great cyclist,” described Gribbon. “Those who stood by him also believed and they still do.”
Everyone in Cavendish’s family received a pair of the sneakers, though Gribbon prepared a few more in case of accidents. “I’m really happy with the shoes and the overall design,” he said.
[via Cycling Tips, images via The Shoe Dr]
