Ahead of the global release for his Air Jordan 4 “Brick After Brick” collaboration, Nigel Sylvester is taking over a New York City pizza institution.
Patsy’s Pizzeria, which has been open in East Harlem since 1933 and claims to be the first purveyor of slices, is temporarily transforming into Ann & Sons beginning Thursday. Named for Sylvester’s mother, the branding takes over Patsy’s slice counter and sit-down restaurant, as well as an adjacent pop-up store that will sell the Air Jordan 4 and accompanying apparel on Saturday.
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Sylvester’s “Bike Air” logo, the Jumpman and other marks are scattered throughout the exterior and interior of the three neighboring locations, including neon signs, brick-shaped counters and even the menus. Sylvester’s family photos have also been incorporated into the existing display inside the restaurant, and the pizzeria is offering a specialty slice called “The Bar Spin” topped with beef pepperoni and hot honey.
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The slice counter remained open for business as usual Thursday with a new look, and the restuarant will reopen to the public Friday. Saturday will mark the opening of the pop-up, but the precise release details for the sneaker are still being worked out. A first come, first serve drop is being weighed against a location-based Snkrs launch, with updates to come on for the methodology.
“Brick After Brick” is Sylvester’s second Air Jordan 4 collaboration, following up the “Brick by Brick” edition from last year. The first shoe was centered upon the work that goes into reaching success, while the second homes in on the concept of maintaining. Sylvester said the idea came to him in conversation with Michael Jordan, who said his first championship encapsulated the first theme and the next five the second.
In-person activations have been central to both campaigns, with Sylvester having recently smashed a BMW with a 500-pound brick in NYC as an homage to Nike Soccer’s campaign for Euro 2004. After this weekend, the star Jordan collaborator will head to Chicago, Shanghai, and Tokyo for additional events.
The global release for the Nigel Sylvester x Air Jordan 4 “Brick After Brick” is slated for May 22 on the Snkrs app and additional third-party retailers. Pricing is set at $230.
