Fraser Cooke

Fraser Cooke is a prominent figure in the streetwear and sneaker industries, known for his influential role at Nike and his contributions to global street culture. His career began in London, where he worked as a hairdresser in Soho during the 1980s. This position introduced him to key fashion personalities and led to a role as a buyer for the store Passenger. In the early 1990s, Cooke co-founded two of London's seminal streetwear boutiques: The Hideout and Footpatrol. These stores were instrumental in bringing Japanese streetwear brands to the UK and served as cultural hubs for the burgeoning streetwear scene. Cooke's deep connections within the fashion and music industries eventually led him to Nike, where he has been instrumental in orchestrating high-profile collaborations with designers and artists such as Virgil Abloh, Chitose Abe of sacai, and Jun Takahashi of UNDERCOVER. His role involves bridging the gap between Nike and various cultural influencers, ensuring authentic and innovative partnerships.