Nike drops chains with 'Jewelry Collection' - Bangkok Post

The world's largest sportswear brand is taking its iconic Swoosh beyond sneakers and apparel, venturing into the jewellery market with a new collection of demi-fine accessories for Holiday 2026.

Dubbed the Swoosh Jewelry Collection, the line translates Nike's instantly recognisable branding into wearable pieces made from S925 sterling silver, with white rhodium plated pieces and gold vermeil finishes. The debut range includes necklaces, bracelets and earrings, offering a more understated way for brand enthusiasts to display their allegiance to the iconic brand.

The designs in this collection seem to favour minimalism, with Swoosh incorporated in the jewellery in a small way, rather than appearing as an oversized logo pendant. 

Its 29mm hoop earrings feature the signature mark along the lower curve, while the necklace integrates a smaller Swoosh into a delicate curb chain. The adjustable necklace measures between 42.5cm and 52.5cm, allowing it to be worn alone or layered with other pieces.

The collection also draws on Nike's familiar brand language, extending beyond its signature emblem to incorporate other visual references associated with the sportswear giant.

For those seeking something more conspicuous, Nike has also introduced a separate Pavé jewellery range. The more extravagant designs include diamond-encrusted Swoosh earrings, a pendant necklace and a miniature Air Force 1 sneaker necklace. 

The two ranges occupy different ends of the jewellery spectrum. While the initial Swoosh collection offers relatively accessible entry points, the Pavé pieces move into considerably more expensive territory.

Diamond-encrusted Air Force 1 pendant. (Photo: Nike)

This move reflects the growing potential of fashion and sportswear brands to turn their visual identities into products that extend beyond their original categories. For Nike, the Swoosh is already more than a logo: it is a cultural symbol associated with sport, streetwear and personal identity. Recasting it in precious-metal finishes allows consumers to carry that association into another aspect of everyday dressing.

Jewellery also offers a different kind of brand visibility. Unlike footwear and apparel, which are often dictated by outfit choices and occasions, smaller accessories can become everyday personal signatures. By placing its emblem on pieces designed for regular wear, Nike creates another way for consumers to engage with the brand, notably acting like free marketing at each neck.

This choice to turn their logo into demi-fine jewelry is particularly unique. As the price point of the jewellery is higher than costume jewellery but distinctively more accessible compared to fine jewellery, the release of the “Swoosh Jewelry Collection” opens up a new line for Nike to endeavour.

The first pieces are now released through Nike's US SNKRS platform, with prices ranging from US$165 to upwards of $575 for the Air Force 1 necklace. The more elaborate Pavé designs, are expected in subsequent releases.