Nike Launches Sneaker Line With Russian Designer Who Backed Crimea Annexation

Nike has unveiled a new sneaker collaboration with Rassvet, a brand founded by Russian designer Gosha Rubchinskiy, who previously expressed support for Russia’s annexation of Crimea and was involved in a controversy over alleged requests for explicit photographs from a minor.

Rassvet, whose name means “sunrise” in Russian, is based in Paris. The brand was founded in 2016 by Rubchinskiy and Russian skateboarder Tolia Titaev.

The company produces skateboarding apparel, footwear, and skateboards. In an interview, Rubchinskiy said the brand’s name reflects his “desire to find beauty in Russian culture and show it.”

Rubchinskiy is known for designs inspired by Russian and Soviet street aesthetics. The designer publicly supported Russia’s attempted of Crimea in 2014. In 2018, he faced allegations that he had solicited explicit photographs from a 16-year-old fan. Rubchinskiy later described the exchange as part of a “casting.”

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In 2018, Rubchinskiy collaborated with Russian artist Erik Bulatov on an autumn/winter collection presented in Yekaterinburg, featuring Bulatov’s artwork alongside militarized streetwear.

On May 9, 2025, during Russia’s annual Victory Day celebrations, the designer presented a photography exhibition in London. The exhibition drew criticism from some observers who said it romanticized Russian culture and militarism.

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