In the midst of a global health, economic and civil rights crisis, whether the world needs another trainer drop this weekend is very much up for debate. However the local heroes of the Dubai streetwear community Amongst Few have announced that they're donating all proceeds from the launch of Nike's latest collaboration with rapper Travis Scott - the Air Max 270 Cactus Trails - to Color of Change and Black Futures Lab who, according to the Amongst Few Founders Flo Moser and Mike Taylor, are "two organisations that have been committed to the ongoing fight for racial equality and justice in America."
The Dubai-based streetwear brand acknowledge "The fight against police brutality and institutional racism requires complete solidarity and unprecedented resources. This is our way as a brand, business and individuals to directly support dedicated organisations that are creating solutions for the now, and future."
Flo and Mike concede, "This fight has, and will be, a long one. Our brothers and sisters on the ground need allies. We are with them, and implore other businesses in the sneaker and streetwear community to find their way of supporting the black community in America during such a pivotal time."
Let's hope Nike - who was the first brand to speak out on social media against the death of George Floyd in police custody in Minnesota - follow Amongst Few's example and put people before profits.
The NikeAir Max 270 Cactus Trails in Light Cream/Starfish costs Dhs899 and will be released on 6 June. To register for the chance to be eligible for Amongst Few's latest Nike x Travis Scott drop, enter here. Entries close at 9pm on Friday 5 June.
UPDATE: Since GraziaME.com published this story, Nike has pledged $40 million commitment over four years to supporting the black community, on top of the $100 million pledged over 10 years by Michael Jordan via the Nike and Jordan brand.
Photo: Sam Goodgame and supplied edited by Kathryn Rao