KOIO’s shoe collaboration with Joe Jonas has arrived!
The project features a new version of Koio’s signature Retro Runner sneaker, which (as the name hints) is inspired by vintage running sneakers.
In an interview with Billboard, Jonas describes the KOIO x Joe Jonas Retro Runners as a versatile shoe that can be worn dressed up or dressed down.
In a conversation with KOIO, Jonas revealed how he drew inspiration from fashion and aesthetics from the ’80s.
When designing the shoe, he often played the movie The Goonies and listened to music from legendary ’80s artists like Boy George, Wham!, and Duran Duran. He looks forward to rocking the shoes this summer on tour with his brothers.
The new dad (daughter Willa, turns 1 in July) was actively involved in the design process, with a little input from wife, Sophie Turner. “I showed Sophie all the different versions of my shoe,” he reveals. “She’s definitely my confidant like that.”
To shoot the campaign, set in a basketball court and locker room, Jonas tapped Atiba Jefferson to photograph him.
“I was excited to create something that felt 100% me with a brand that I know and love for their consistent quality and attention to detail,” said Jonas in a statement. “Having complete creative freedom to not only design the shoe, but creative direct the entire campaign was an amazing experience.”