Oregon sits at the centre of some serious cultural history. Nike started there. Author Ken Kesey taught there. The Grateful Dead story runs through the state. And the University of Oregon football team aka the Ducks, are a national powerhouse. So why not bring all these threads together? A limited edition Nike Air Max inspired by Jerry Garcia and his band. Lush greens pulled from Oregon landscapes. A Ducks spin on the whole thing. All very Oregon.

It’s tangible, original; it’s actually pretty cool. Now imagine doing that with your own local icons. The brands, musicians, artists and movements that shaped your city or your region. Partner with a local apparel label. Or a filmmaker who knows the story inside out. Why can't a university be a key partner in a brand collaboration, and do something that captures your local spirit and stands out amongst the crowd? Will you be next?