Nike has joined forces with Finnish artist, designer and illustrator Kustaa Saksi for an installation in their 1948 creative retail space in Shoreditch, London. The installation is a technicolour re-imagining of the history of Nike's running shoe. The entire project is helping to support the launch of Nike's newest running shoe, the Lunarglide.
Saksi also designed a campaign of teaser advertisements for the installation illustrating the differences between men's and women's feet.
Implications - Popular clothing and shoe brands are aiming to reconnect with buyers and fans in a more intimate way that allows consumers to see into the history of the product they are purchasing. By providing consumers with a close look into the history behind a product they love, businesses are closing the gap between company and consumer.
What's Driving This Trend
- Intimate Brand Connection
- Popular clothing and shoe brands are aiming to reconnect with buyers and fans in a more intimate way that allows consumers to see into the history of the product they are purchasing.
- Visual Storytelling
- Businesses are using visual installations and advertisements to tell the history and story behind their products, creating a more engaging and memorable experience for consumers.
- Gender-inclusive Marketing
- Companies are designing campaigns that highlight the differences between men's and women's products, aiming to cater to a wider audience and promote inclusivity.
Who This Affects Most
- Fashion Retail
- Fashion brands are utilizing immersive installations and campaigns to create a deeper connection with consumers and provide a unique shopping experience.
- Sportswear
- Sportswear companies are adopting visual storytelling techniques to showcase the history and evolution of their products, catering to consumers' desire for authenticity and nostalgia.
- Advertising and Marketing
- Advertisers and marketers are exploring the use of visual storytelling and gender-inclusive campaigns to create more impactful and memorable brand narratives.
