The Nike 78 project has been updated and features some fresh new artist interpretations of the iconic Nike shoe. It’s an interesting project featuring some exciting and intelligent artists and speaks volumes about Nike’s ownership of it’s brand. Advertising agencies take note.
The above video is one of the older projects by ANSWR but it’s still one of my favorites.
“NIKE78 is an exciting new project created by Paul Jenkins and inspired by NIKE. Creatives involved will receive a brand new pair of NIKE shoes and will be asked to use sport as inspiration to challenge their function. The project will be documented on this website and after the shoes have been collected, an exhibition showcase is planned for the London Design Festival 2010. This is a unique project featuring some of the most talented creative individuals, studios and other organisations.”
You can check out a little bit of the work so far in the ‘Outcomes‘ section of the Nike 78 website. The Nike 78 project is part of the exhibition at this years London Design Festival in September. You can check back for future updates including more details (hopefully more imagery) about the contributing artists and designers in the Nike 78 section of the London Design Festival website.
The video above was created by W+K Tokyo Lab and you can read an explanation for their approach here.