‘Collaboration is one plus one equals three.’ Fraser Cooke


is one plus one
equals three.’

Fraser Cooke on the rise of the ‘x factor’.

By William Alderwick
Portrait by Fumiko Imano


Collaboration is a driving force in fashion and culture today. The headlines telling us two brands are coming together, each multiplied by the other to drop limited-edition product, are now a regular fashion fixture. At their best, these cross-pollinating creative encounters bring new techniques, visions and design languages to a familiar product. The most iconic define a moment and open up new possibilities both aesthetically and culturally.

Over the past 15 years, as collaborations between artists and designers and larger brands have moved from the edges of the fashion world to become one of its defining dynamics, Fraser Cooke has overseen Nike’s groundbreaking – and commercially successful – partnerships with designers including Virgil Abloh, Riccardo Tisci, Jun Takahashi, Rei Kawakubo, and Chitose Abe of Sacai.

To better understand the dynamics of collaboration, System caught up with Cooke – or to give him his full title, Nike’s Global Senior Director of Influencer Marketing and Collaborations – in Paris, where he was to launch the brand’s Women’s World Cup Collection, the kits to be worn by 14 countries at this summer’s event being held in France. He discussed the defining encounters that have shaped his own career, one that parallels streetwear’s rise to fashion royalty, and curated a portfolio of the most culturally influential collaborations of the past 25 years.

Read the full, collaborative discussion with Fraser Cooke in System No. 13. Click to buy.