Spotify and Nike to celebrate music, sneaker culture

The collaboration seeks to highlight how music and fashion continue to intersect. At the heart of this initiative is The Alchemist, a film that explores music creation not just as a process but as a ritual of crafting lasting memories.

Set to premiere on 26 March, the film will feature South African culture curators DBN Gogo and Omagoqa. Alongside the film’s release, Spotify will launch a curated playlist titled On Tour Africa: Sounds of the Air Max Dn8. Scheduled to go live on 21 March, the playlist will feature melodies and upbeat African tunes, taking listeners on a journey that connects sound, style, and street culture.

“Spotify is committed to amplifying African voices and creating unique cultural moments, and I hope our collaboration with Nike makes it clear that this is larger than the individual,” Spotify Sub-Saharan Africa consumer marketing manager Kevin Seturumane said. “It’s about bringing together sub-cultures and communities that have a lot in common, to create an unforgettable experience.”

Through this partnership, Spotify and Nike aim to reinforce the power of music and fashion as cultural touch points, merging movement, creativity, and innovation in a way that resonates with audiences across the globe.