In an era where collaborations are often reduced to logo swaps and algorithm-chasing hype, the UNDEFEATED x Nike Air Max 95 “City Pack” felt like a benchmark for how partnerships should be done in 2025. Not louder. Not bigger. Just smarter, fairer, and rooted in culture. This isn’t a collab designed for global saturation. It’s a release built around local relevance, community reward, and intentional scarcity, three things the sneaker industry talks about constantly, but rarely executes well.
Deviating from the Playbook
UNDEFEATED dropped two Air Max 95 colourways earlier this year modelled after its iconic 2017 Air Max 97 collaboration, the assumption for 4 more was simple: adding to that story. Instead, UNDEFEATED did something far more interesting. Rather than releasing a predictable global pack, the brand announced four regional exclusive colourways, each tied to a specific city:
Each city received its own narrative, distribution method, and cultural anchor, shifting the focus away from resale frenzy and back toward community ownership.
The Power of Local Storytelling
At the centre of the pack is the OG colourways and the Nike Air Max 95 “Neon”, a respectful nod to the original 30-year-old icon. The familiar grey gradient remains intact, but subtle changes, a red tongue text, UNDEFEATED striping, co-branded insoles, signal that this is a remix, not a retro. Crucially, each pair is individually numbered (001/600) and stamped with the name of its exclusive city. This instantly reframes the shoe as something earned, not mass-distributed. The same approach carries through the remaining cities, each using the Air Max 95’s gradient language as a base while swapping neon green for city-specific colour cues!
Rather than forcing a one-size-fits-all story, UNDEFEATED allows each city to speak in its own visual language. Part of what makes the UNDEFEATED x Air Max 95 “City Pack” so effective is how it ignites local hype without alienating the community. By tailoring releases to each city with Air Max 95 history, the brand creates a sense of ownership and pride among residents without feeling forced, from New York streets, to Birmingham football fans. The raffles ensured that the people who are truly connected to the culture get first access, each drop feeling like a celebration. This approach generates authentic buzz, with word-of-mouth and social chatter organically amplifying excitement in a way no global, one-size-fits-all release could replicate.
Rewarding Loyalty Without Manufacturing Chaos
Scarcity alone doesn’t equal fairness, and this is where the “City Pack” quietly excels. Each colourway is limited, with Birmingham receiving a larger allocation, acknowledging its football-driven community and broader cultural tie-in. Importantly, access isn’t dictated by bots or global SNKRS lotteries. Instead, UNDEFEATED leans on:
- In-store raffles
- App notifications
- City-specific activations
- Local challenges and student-only giveaways
In Tokyo, access required receiving a direct app notification and physically turning up at Shibuya. In Shanghai, the brand utilised its WeChat ecosystem, a platform that actually matters locally, rather than forcing Western release mechanics onto an Eastern audience. This is how you make someone feel considered.
Birmingham: When a City Truly Wins
Perhaps the most telling example of this strategy is Birmingham’s Hyper Cobalt edition, created in partnership with Birmingham City Football Club. This wasn’t a token colourway. After sponsoring the club it was time to reward the fans and the design embeds the club’s identity directly into the shoe:
- Club colour palette
- Globe and ball crest on the heel
- Bespoke BCFC tongue patch
- Hairy-suede overlays and jewel Swoosh
- Individually numbered pairs
With just over 2,000 pairs produced globally, the release places Birmingham, a city often overlooked in sneaker storytelling, firmly at the centre of the global conversation. The drop exploded with people traveling from around the UK, Liverpool, Glasgow and London to cop but the majority of fans came from the city. The most telling moment was when @sneakerdenn took the shoe to the game, sharing the design and watching their reaction in real time. You can’t fake that.
“It was one of the most respected drops in recent times for me, not many there for the profit but just the love of the shoe. It was great to catch up with Dennis (@Sneakerdenn) and Vosty (@Vostvault) at the event even making new friends too that are well educated in the game. The overall queue was a cold one but everyone waiting patiently and the going chat was people genuinely excited about the collaboration. The process of picking up the sneaker was definitely a personal one for me as my strong love of football and collecting them at the stadium is a memory for sure. Excited to see what happens in the future and massive shoutout to Dennis for keeping us locked in UK ☕️” – Joe Parmley
Why This Collaboration Works
What makes the UNDEFEATED x Air Max 95 “City Pack” so effective isn’t just the product, it’s the restraint.
- Local talent and institutions are centred
- Loyal local fans are rewarded with access
- Scarcity is intentional, not manipulative
- Heritage is respected
Coming off the return of UNDEFEATED’s legendary Air Jordan 4, the very first Jordan collaboration, the brand once again proves it understands its position in sneaker history. It doesn’t need to shout or to have the endorsement of huge celebrities to sell. It just needs to execute correctly.
A Blueprint for Collaborations in 2025
In a year dominated by vault re-releases, inflated production numbers, and fleeting hype cycles, the UNDEFEATED x Nike Air Max 95 “City Pack” stands out as a reminder of what true collaboration used to mean, and what it still should. This isn’t about chasing mass appeal or selling to everyone; it’s about creating something that resonates, something that carries weight and significance for the people who understand it. Every detail, every colourway, and every city choice tells a story, rooted in Air Max heritage. It’s a celebration of authenticity, culture, and the careful craft behind a partnership done right. In a market often diluted by the chase for the next big drop, this pack reminded us that collaboration is about impact.