Named after the Dutch region where we grew up, The Betuwe is a tribute to our roots. Inspired by its orchards, rivers and generations of craftsmanship, this design celebrates the place that shaped us and the belief that you should always stay true to where you come from.
Introducing the Air Max 1 - The Betuwe. Crafted from nubuck, suede, hemp, and is lined with soft leather. A unique Japanese fabric, personally sourced by Tom during his travels in Japan, has been incorporated into the U-throat. The eyelets are crafted from gold patent leather.
“Your wallet hangs outside.”
That’s what my grandfather used to say whenever we walked through the orchards together.
He’s 81 years old and spent his entire life growing fruit in the Betuwe; apples, pears and plums. Today, he leases out his orchards because there was no one to continue the family business. But his love for the craft never faded.
My grandfather belongs outdoors. Hunting, fishing, walking. Always connected to nature.
He told me how uncertain life as a fruit grower really is.
One night of frost. A heavy hailstorm. A dry summer. Sometimes nature decides the outcome of an entire year’s work in just a few hours.
Yet he wouldn’t have chosen any other life.
This time of year, the Betuwe comes alive. Most people know the region for its fruit, but to me it’s the place where I learned that the best things in life take time.
You don’t plant a tree for next year. You plant it for the generation that comes after you.
That feeling became the foundation of our latest campaign: We Never Left.
Not because we couldn’t have gone somewhere else, but because we never wanted to leave what we believe in.
Proud of the Betuwe. Proud of craftsmanship. Proud of our roots.
Just like fruit, the best things don’t grow overnight.
They need time.
Care.
Patience.
And above all, the conviction to keep building, even when the grass may seem greener somewhere else.
Sometimes, the most beautiful place is exactly where your story began.
People often ask why we never moved to Amsterdam or another bigger city.
The answer is simple.
I grew up here. My grandfather still grows fruit here. This is home.
We’ve never believed you have to leave to build something meaningful. We’d rather create a place worth traveling to.
So we stayed.
And we’re only getting started.
