EKIN’s mission: Move athletes*; anytime, anyplace, through impassioned storytelling.

This statement, along with others involving the mysterious, almost mythical EKIN group, are inscribed on the insoles of the sneaker. “EKIN”, otherwise NIKE spelt backwards, is an elusive group of Nike devotees, who encompass an immense passion for the company, its athletes and their inspiration and creativity. EKIN is representative of the group's deep knowledge, understanding NIKE products from back-to-front, as the name suggests.

Legend has it, Nike’s cofounder Phil Knight was the first member of EKIN, spreading the word on the company’s mission, purpose, and the athletes they’re proud to represent. EKINS are product experts, storytellers, technology developers, and really - the biggest superfans of NIKE.

The group places an immense value on storytelling and an outstanding passion for the history of Nike and the multifaced effect they’ve had on culture and athletes around the world.

Another statement found on the shoe’s deubré is ‘E4L’ – standing for EKIN FOR LIFE. Many who come into the role as an EKIN are typical Nike-lifers, carrying this passion with them as they move up the ranks in the organization.

The inside of the tongue states “you are no longer uninformed” with “FOR EKIN FEET ONLY” on the inside of the heel. The attention to detail and powerful messages of passion found throughout the shoe represents what makes this item a truly unique, special piece.