Short for “Concept Japan”, CO.JP was an NSW-only initiative in Japan that ran from the mid-90s to the early 2000s. In many ways, it was a precursor to the such “sneaker game” as we know it today: Limited regional releases, store-exclusive collaborations and more were kicked off by CO.JP’s unique release and distribution tactics. “CO.JP is the architect,” Jeff Staple told HYPEBEAST in an August 2020 interview about the line. “If it hadn’t been for CO.JP, you wouldn’t have fast strikes, you wouldn’t have segmented distribution, you wouldn’t have Tier Zero versions, you wouldn’t have SNKRS.
Similar to the SNKRS “Vote Back” tournament staged with classic models from LeBron James’ Nike Basketball line, the “CO.JP Tournament” pits 16 sneakers against each other in one-on-one showdowns that allow users to the application to select the shoes that will move. towards the final. Among the stars are the Air Force 1 Low “UENO Sakura” from 2005, the atmos x Air Force 1 Low from 2001, the Air Max 90 “Escape” from 2002 and the Dunk Low “Un-Tiffany” from 2006. , as well as some cult favorites and this latest daytime styles that took inspiration from CO.JP. A full list can be viewed below.
Nike Air Footscape Leather “UENO City Attack” (2000)
Nike Air Zoom Seismic B (2000)
atmos x Nike Air Force 1 Low (2001)
Nike Air Max 1 B (2002)
Nike Air Rift WMNS (2002)
Nike Air Max 20 “Escape” (2002)
Nike Dunk High Premium (2003)
Nike Air Force 1 Low “UENO Sakura” (2005)
Nike Dunk Low “City Attack” Pack (2005)
Nike Air Force 1 Premium (2006)
Nike Dunk Low “Beast Pack” (2006)
Nike Dunk Low “Un-Tiffany” (2006)
Nike Air Chukka Moc WMNS “Urban Night Pack” (2008)
Nike Blazer Mid Perf TZ (2009)
Nike Lavadunk (2010)
Nike Elite Vintage NRG (2012)
So far, CO.JP hasn’t really had a real comeback in the limelight. Although the Air Jordan 1 “Metallic Silver” and Air Jordan 1 “Midnight Navy” – both versions of CO.JP – have returned to the market in 2020 after nearly two decades, the tournament will give some of the models a second chance. Most famous CO.JP. in the spotlight. At the time of writing, Nike has not announced whether the winner will go into production, but more information will likely be revealed soon.
For more information on upcoming sneaker releases, be sure to check out the latest installment in HYPEBEAST’s weekly Best Footwear Drops series.