A new collection of retro-inspired Nike sneakers is released with themes covering the original Game Boy, Tamagotchi, and the Alien egg.

The market for customized, limited edition clothing and footwear has always been a thriving one. Usually these unique items are developed in collaboration with the manufacturer, often in conjunction with the release of a particular video game or movie. CD Projekt RED teamed up with Adidas for the launch of Cyberpunk 2077, Nike released a pair of limited edition Air Jordan 1s for the 2020 League of Legends World Championship, and PUMA designed Super Mario-themed sneakers in May 2021.

However, consumers no longer need to wait for companies to release officially licensed special editions of their products. A quick browse through Etsy or eBay will reveal all manner of altered items for sale, from socks to beanies to shoes and handbags. Some creative fans have shown off their own personalized items on social media, and sometimes the results are as good as official releases. A few months ago, an artist on Reddit shared a pair of customized Red Dead Redemption 2 Nike shoes they had been commissioned to paint, and even CEO of Microsoft Gaming Phil Spencer has a custom-made Xbox-themed snowboard.

UK-based company The Sole Supplier primarily works with other retailers to highlight the launches of themed footwear, but the company sometimes releases its own collections as well. The Sole Supplier recently shared a new collection of Nike sneakers inspired by retro toys, including a pair of Air Jordan 1s with a Nintendo Game Boy motif. There are also a pair of Furby-themed Air Jordan 1s, Tamagotchi-styled Air Jordan 1 Mid sneakers, Air Force 1s with a colorful Rubik’s Cube theme, and a pair of Air Max 95s inspired by the ovomorph from the Alien franchise.

It’s unclear whether these shoes are officially licensed by Nike, although the manufacturer does often collaborate with other companies to release themed footwear. A few years back, the company released a pair of Nintendo 64-based Air Max 97s, and Paul George designed a pair of PS5-themed sneakers in partnership with Nike and Sony in May 2021. In July of that same year, Xbox teamed up with Nike to release a Space Jam bundle that came with a pair of LeBron 18 Low sneakers and a customized Xbox controller.

Nike often overlooks when a vendor customizes and resells its sneakers, but the company has been known to react strongly if a company takes it too far. In March 2021, Nike filed a lawsuit against MSCHF for trademark infringement when the art collective released a pair of modified Air Max 97s in partnership with rapper Lil Nas X. The ‘Satan Shoes’ were decorated with a pentagram and had a drop of human blood in the soles, and outraged consumers called for a boycott on Nike, even though the company had not designed or sold the shoes. That lawsuit was settled out of court and sales were halted.

Sources: The Sole Supplier, NBC News