There’s a belief that if your name is mentioned every day without fail immortality is assured. This must be comforting for the Greek goddess of victory who unlike her siblings has lent hers to the world’s largest sports brand. As she flies through the heavens Nike must enjoy the affirming swooshes visible on so many million shoes, safe in the knowledge that not a day passes without a soul uttering her name.

Phil Knight’s story about creating his victorious brand is equally life affirming, and what fascinated me whilst reading Shoe Dog is the constant creative striving for improvement. From Bowerman’s ribbed sole experiments, melting rubber in a waffle iron, to the material technology of the ethereally named vapourmax flyknits the brand Nike never rests in its quest for the best.

For Dashing fans it will come as no surprise that Nike sought us out to collaborate with. Individuality and customisation are back in fashion and with Nike Labs it’s possible for you to design your own pair of swooshed sneakers. Sadly the London branch has closed but it’s just a hop across the pond to their store in Lower Manhattan where a team headed by Dean Martin awaits your order.

We paid a visit to 21 Mercer Street last month and after a warm welcome were greeted to the site of hundreds of kaleidoscopic coloured components. Soles, laces, leathers and threads are arranged in elegant white draws and whilst you peruse, a member of the team renders a virtual shoe on a laptop helping you visualise your bespoke creation. 

NikeLab 21M NYC as they call themselves offer you an edited range of four Dashing cloths which they hold in stock. Our fabrics have proven popular with a number of customers and the team are experienced in guiding you through the appropriate combination of tweed and tech. Once your shoe is bespoken then it takes about 10 weeks to create and arrives in a beautiful presentation box complete with crafted wooden shoe trees, something I’ve never seen in a mere trainer before. 

So if you are visiting or living in New York, do make sure you pop in and see the team, and order your bespoke Nike sneakers soon.