Nike gets creative with 78
By Steve Mullins. Numbers game. Look out for the Nike78 online gallery, set to light on 30th May. And then keep an eye out for Nike 78 at this year’s London Design Festival in September.
What is this Nike78 thing?
Well, 78 creatives from all kinds of disciplinary backgrounds from around the world are getting a brand new pair of Nike shoes and will be asked to ‘challenge their function’. The project will be documented on a dedicated website, the then footwear collected and showcased at the 2010 Design Festival 2010.
Participants include the likes of W+K London, Birch Studio, Justus Oehler of Pentagram Berlin, Tomorrow Studio and Conjoin:me, to name but a few of the almost four score players.
And, in fact, just to give you a taster, here’s Birch turning a pair of trainers to dust. As you do.
Nike says it has been chosen as the inspiration for this project due to its ‘rich history of creative ventures and the brand’s constant aim to push the boundaries of sport, something which Nike78 will also seek to creatively challenge’.
OK, but what’s this 78 thing?
Well, ‘78 would be the year the Nike brand came into being.
