THE QUIET RETURN OF NIKE x GYAKUSOU

After years off the radar, Nike x GYAKUSOU is beginning to suggest something that doesn’t need an official announcement to spark conversation.

The signal didn’t come from a campaign but from a subtle detail: during an editorial shoot centered on Martin Lotti, a container labeled “GYAKUSOU HO26” appeared in the background. In industry terms, that code typically refers to Holiday 2026. It’s not confirmation, but it’s not a coincidence either.

Because GYAKUSOU was never just another collaboration.

Since its creation in 2010 by Jun Takahashi—founder of Undercover—in partnership with Nike, the project reframed performance as an aesthetic language. Technical running, yes—but also visual narrative, discipline, rhythm, identity.

Its possible return arrives at a moment when performance fashion has fully entered the mainstream vocabulary.