THE BRIEF
Blow-up the retail paradigm for Nike at Sport Chek's "Innovation store" launch in Toronto. We were asked to create an experience that used Nike sneakers to engage consumers in a fun and interactive way.
Blow-up the retail paradigm for Nike at Sport Chek's "Innovation store" launch in Toronto. We were asked to create an experience that used Nike sneakers to engage consumers in a fun and interactive way.
THE IDEA
NIKE VJ
NIKE VJ
We disrupted the world of sneakers by infusing game technology into the Nike Free 3.0 and Air Max, transforming them into immersive art experiences that empower individuals to become co-creators.
In a groundbreaking collaboration, visionary artists James Jean, David Choe, and turntablist Cut Chemist crafted exclusive characters, artwork, and soundtracks inspired by the iconic shoes. Mirada Studios, founded by Guillermo del Toro, brought the art to life through mesmerizing animations.
In a groundbreaking collaboration, visionary artists James Jean, David Choe, and turntablist Cut Chemist crafted exclusive characters, artwork, and soundtracks inspired by the iconic shoes. Mirada Studios, founded by Guillermo del Toro, brought the art to life through mesmerizing animations.
With every move, twist, and turn, the sneakers controlled the on-screen art and sound experience in real-time, creating a dynamic, spacial experience. This pioneering fusion of art, music, and technology redefined the boundaries of self-expression, inviting people to remix and reimagine the art and music, making each shoe a unique canvas for creativity.
Recap Video
The art work of James Jean.
The Artwork of David Choe
