By Ghazali Ibrahim
The launch of the new Air Max Plus sneaker by Nike in collaboration with Homecoming Festival has taken a cultural turn, with the Olubadan of Ibadan and his daughter appearing in the campaign visuals shared online.
In photos posted on Nike’s official Instagram page, the traditional ruler and his daughter were seen dressed in matching Yoruba traditional outfits, both wearing the newly unveiled sneakers. The images also featured a young child believed to be the monarch’s grandchild, blending heritage and modern fashion in a single frame.
The post highlighted Homecoming’s role in connecting Lagos to the world through music, fashion, art and community, describing the collaboration as “the next chapter” in that journey. It also shows the consistency of Homecoming towards promotion of cultural identity with Nike which spanned almost a decade.
The Nike x Homecoming Air Max Plus is set to go live globally from April 21 through Nike’s SNKRS platform and selected retailers from April 23, according to the brand.
The campaign, led by Homecoming founder Grace Ladoja, reflects a mix of tradition and contemporary street style. The use of a respected traditional figure like the Olubadan in the visuals signals a deliberate effort to connect Nigeria’s cultural heritage with global fashion.
Observers say the inclusion of the monarch and his family adds deeper meaning to the campaign, showing how local identity can shape global narratives.
The collaboration is already drawing attention online, with many praising the way it blends culture, fashion and storytelling, while placing Lagos firmly on the global style map.
