The products featured in this campaign represented the newest, most premium and most technologically advanced shoes Nike offers.
Our campaign sought to capture the Nike designers’ obsessive nature and relentless will to create a piece of art that is “Born from Obsession.” Print visually shared the designers’ process as they lay out every shoe part and component, highlighting the Nike technology and the challenge of designing a great shoe. We then gave the same exact ingredients used to build the shoe to commissioned artists from around the world and asked them to create a piece of art or content using the shoe parts and the Nike technology as inspiration. The art included a range of mediums: sculpture, characters, giant balloons, graphic illustration, animations, short films, virals and emerging media. Their creations were then shipped around Asia for exhibitions sponsored by Nike.