Tim Cook Wears Unreleased Travis Scott Jordan 1 Lows at Apple 50 Event
Apple's chief executive officer wore a pair of unreleased sneakers to the company's 50th anniversary celebration this week, a choice that sneaker enthusiasts say signals the tech giant may be preparing to announce a long-rumored collaboration with rapper Travis Scott. The appearance of the Travis Scott Jordan 1 Lows—which have never been publicly sold—on Cook's feet at such a high-profile event was no accident, according to footwear analysts who note that Apple has historically used fashion moments to telegraph major product announcements and brand partnerships. If the collaboration materializes, it would represent Apple's most ambitious foray yet into lifestyle branding, potentially extending well beyond wearables into the streetwear market.