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.