Nike's limited-edition Tailwind sneakers from the Stranger Things collaboration boast a clever feature: strategically burn the heel to unveil the hidden series logo.
The Swoosh never disappoints with innovative marketing. To celebrate Stranger Things Season 3's July 4 premiere, Nike released a trio of retro-inspired sneakers in the show's signature colors: Cortez, Blazer, and Tailwind models. The campaign resonated deeply with fans worldwide.
The sneakers that ignite to reveal their secret
Building on hype—like a 1972 Olympic pair that recently auctioned for over $400,000—Nike added a playful twist to the Tailwind. Modified for this release, burn select areas on the heel to expose the Stranger Things logo. As shown in the video above, the Russian code cracked by the Kids in the Netflix series is etched inside the sole, delighting collectors. These U.S.-exclusive pairs are in extremely limited supply—act fast.
A smart stunt amid recent backlash
This buzzworthy promo comes at a perfect time for Nike, which has faced controversies lately. Weeks earlier, the brand pulled a July 4 sneaker featuring a historical U.S. flag version linked to slavery era, per the Wall Street Journal. In early 2019, another model drew ire for an unintentional religious symbol under the sole, sparking a petition with nearly 50,000 signatures demanding its removal.
