Taking Bike Life to the Streets of Paris with Foot Locker Europe and Jordan

Last year, the Air Jordan 4RM was introduced following an exclusive partnership with renowned BMX rider Nigel Sylvester, marking a fresh chapter for the Jordan Brand.

If you hail from a bustling metropolis, you’re likely aware of the profound cycling culture that permeates the community. Whether it’s Philadelphia or Paris, BMX bikes to motorcycles, groups worldwide share a common bond through their enthusiasm for exhilarating street performances.

Crafted for swift, trendy transitions and fortified for exceptional toughness, this adaptable sneaker is ideal for everyday use. To honor its significant influence and deep-seated street origins, Foot Locker Europe has collaborated with Jordan Brand to debut an exclusive “Royal Blue” color scheme as part of the “Fast Lane” marketing campaign.

As a passionate advocate for the daring spirit of the underground biking crews, I embark on a journey to Paris, seeking to immortalize the sneaker within its authentic habitat. The images pulsate with the raw energy of this fearless community, showcasing death-defying stunts, wheelies, hairpin turns, and even bike surfing, as they commandeer the vibrant arteries of the city.

Drawing inspiration from the rich legacy of the Air Jordan 4, the 4RM model boasts a sleek, low-lying structure and vibrant color-block tones that bring a modern twist to its classic shape. This design has been revitalized in various color schemes and fabric updates.

This special edition “Royal Blue” model takes design aspects from the legendary Air Jordan 4 “Motorsports” sneaker. It boasts a blend of mesh and leather for the upper material, along with premium suede accents. The dominant “Royal Blue” color is seen on the wings, eyestay, and heel, which are integrated into a flexible cage that encircles the shoe. A black toe box maintains the design’s signature color-blocking pattern by contrasting with these blues.

Check out the “Fast Lane” campaign visuals above.

Shop the Air Jordan 4RM “Royal Blue” sneaker exclusively on the Foot Locker Europe website.

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