Cloakwork channels Malaysia’s 90s nostalgia in 'Nike by you' collaboration

Nike has teamed up with Malaysian graffiti artist Cloakwork for a new "Nike by you" collection, marking a creative blend of global brand storytelling and local artistry. The collaboration, now available exclusively at Nike Pavilion Kuala Lumpur and launching in Singapore on 1 November, reimagines the spirit of the 1990s through a nostalgic Malaysian lens.

For Cloakwork, the partnership is a “dream come true” after months of exchanging ideas with the Nike team. Drawing from his roots in graffiti and growing up in the '90s, Cloakwork’s artwork is a tribute to the everyday objects and experiences that defined Malaysian childhoods, from vintage toys and snacks to playful, everyday icons that once brought joy to an entire generation.

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“This collection celebrates heritage objects that once brought joy and excitement to people’s lives. Over time, many of these beloved items have faded into obscurity,” he said in an exclusive chat with A+M. “Through this collaboration, I wanted to take people on a nostalgic journey that stirs heartfelt memories and brings back cherished moments of childhood.”

The limited-edition "Nike by you x Cloakwork" series features customisable tees, tote bags, and other merchandise, adorned with bold graphics and Cloakwork’s signature bursts of colour. Each design invites fans to create their own piece of wearable art. One that fuses personal identity with Malaysia’s shared cultural memories.

According to Cloakwork, the collection's focus on localisation made the collaboration a natural fit. “Nike frequently aims to localise its branding and offerings, especially in cities with thriving art communities,” he explained. “Partnering in this way gives Nike an authentic entry point into Malaysia’s urban culture.”

He added that such collaborations carry significance not only for brands but also for Malaysia’s growing creative scene. “Brands want to stay relevant while creating something exclusive that resonates both locally and globally. Collaborations like this help spotlight local talent, giving artists like us global exposure.”

As a longstanding name in Malaysia’s street art community, Cloakwork hopes to see more brand partnerships that go beyond surface-level co-branding. “I hope to see more meaningful collaborations that tell a story and authentically blend the values of both the artist and the brand,” he shared.

A couple of months ago, an unexpected collab emerged in Malaysia where soy dessert brand dáo teamed up with global sportswear giant adidas to launch a limited-edition apparel and merchandise collection. The collaboration, dubbed “You had us at dáo”, blended dáo’s quirky, joyful identity with adidas’ performance-driven design, proving that food and fashion can intersect in creative, culturally resonant ways.

“At first, it may look like an unusual pairing, but that’s what made it exciting,” said a dáo spokesperson. “adidas stands for performance, culture and creativity, while dáo is all about joy, comfort and a sense of belonging through desserts. When we connected, we saw those shared values of authenticity and community, and knew we could create something special together.”

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