Nike is really pushing it lately. New technologies, new products, events and tons of projects … you just can’t get around it. So I just came across this video on the Nike Sportswear website. It’s a cooperation between ‘Will It Blend‘ and Nike. Everyone knows those ‘Will It Blend’ videos, but this time Nike asked them to blend a true classic, the Air Max 90 Infrared with the new Air Max Current. The result is an Air Max 90 Current Infrared, not really a surprise.
I think this is the first time I see a brand destoying its own product on video (besides the car industry). Most brands are so anxious about thing like that.
By the way, it’s really nice to see Nike shifting away from full flash websites to hybrid ones. I also like the new look of them. Hey Nike! Now fix the Nike+ website asap!
Olle Hemmendorff was commissioned, together with 7 other creatives/designers/photographers/artists, by Nike to interpret a Nike Sportswear icon. He got the Air Max 90 and decided to turn it into a hamburger.
You can see all 8 pieces at the 1912 space inside Sneakersnstuff in Stockholm, Sweden. I’m just curious if he makes a fresh one every … minutes.
Hornet Inc. made 2 TVC’s for the “Love Thy Sneaker” campaign for Nike and Footlocker, the plot is 2 Nike Air Max’s talking to each other in a closet. Well that’s something new, NOT!
When architects Richard Rogers, Renzo Piano, and the firm Ove Arup created Centre Georges Pompidou in the Beaubourg region of Paris, the ultra modernistic building stirred up much controversies that lasted even till today, some 30 years after it opened. With all its inner workings (pipes, air ducts, wirings…) set on the exterior of the structure, Centre Georges Pompidou was an antithesis against the classical structures which surrounds it.
However, it was its unique design that inspired Tinker Hatfield, originally hired as in-house architect, now Nike’s Vice President of Innovation Design, to create the very first Air Max. See how he tells the story in this 8-minute short film titled “Respect the Architects” by Thibaut de Longeville.
Here’s some different kind of Delft blue. Riëlle Beekmans and Leon Perlot made some Nike Air Max 90 in Delft blue for the “90 X 90 A celebration of Air Max diversion” exhibition in Amsterdam, which is part of the current Run On Air campaign.
Nike launched a new campaign for it’s air max series, there’re 2 new claims: “a little less hurt” and “a little less gravity”. Ofcourse there’s more than some TV commercials: a new Nike AirFall 360 website. The site is quite explorative, so maybe you’ll find the interviews with Berlin finest sneakerheads: Hikmet Sugoer (www.solebox.de) and Jörg Haas (www.beinghunted.com and Firmament).
Hypebeast has put up a feature on this new Nike pack, called “One Time Only”. They are all hybrids, a classic colorway with an air max 360 or a clerks pack colorway with an air max and an air max 360 or … damn, just too many nice kicks. Here are 2 of my favorites:
the air max 90 infrared with an air max 360
