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This is smart marketing by Lexus, and less niche than you'd think. Sneakerhead culture and sneaker collecting have really taken off over the last 20 years or so (even if a lot of them pine for 1980s designs like the Air Force One and the original Air Jordans). There are a growing number of guys out there with more shoes than their wives, so clearly they have enough money lying around to throw at Lexus :D
I honestly love this, and not just because I wear Air Force 1s every winter instead of boots. This is a tier-1 crossover, scoring Nike as a partner even in a small-test-size collaboration like this can not be understated.

Even better, the implementation is excellent. Tires look very cool.
Finally Nike & Lexus official!
More photos of the AF1 tires -- these are amazing:

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