Nike remixed & recut reinterprets sportswear for a generation of open-minded and unorthodox consumers. Rooted in authenticity but designed for a range of expressions, this footwear collection describes true style hybridization.
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.
On May 31th 2008, Nike projected a choreographed slideshow of China’s Golden Athletes on 4 columns of the CCTV building in Beijing. Three of the columns featured the athletes in their competitive stance, to reflect their readiness and determination, while the fourth column featured the graphic motif from the competition gear, focusing on “China”.
It’s quite impressive what Nike already did in Beijing in the anticipation of the olympics, apparently they really recognized the fact that these olympics will get more attention than any other one.