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Rock Band Hives Now Selling Shoes

Karen Graves, 05.11.2008, 07:33 AM

(EZ-Tracks) - They were once the darlings of the garage-rock music revival, but these days the Hives are busy selling shoes. The popular Swedish rock quintet has teamed up with Nike for an album designed for runners. Inspired by the band’s energetic sounds and black and white uniforms, Nike’s Black, White and Run features remixes of songs from the Hives’ latest album, The Black and White Album. With assistance from a pair of producers known as Expensive People, the Hives’ latest creation is intended to be a 45 minute sound experience to accompany a runner on their route. The Black, White and Run remix album is currently available only through iTunes. The Hives began their partnership with Nike last year when the band performed in a commercial spot that debuted the single, “Tick Tick Boom.” The black and white clad band rose to internation stardom as part of the garage-rock revival alongside groups such as the White Stripes and Strokes. The Hives formed as teenagers in Sweden and steadily built a following through independent albums and tours, before gaining widespread acclaim with the song "Hate to Say I Told You So."

The Hives are one of the most entertaining bands around. It’s sad to see them selling out for Nike, but hopefully they’ll use the money to keep touring and making fun records.

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