# Technicolour Timelines Kustaa Saksi Reimagines the History of Nike's Running Shoe By Marissa Liu | Published 2009-09-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/nike-kustaa-saksi-lunarglide References: [thecoolhunter.net](http://thecoolhunter.net/article/detail/1595/kustaa-saksi--nike-installation) & [kustaasaksi](http://www.kustaasaksi.com/) [Nike](https://www.trendhunter.com/trends/air-max-dn-silhouette) 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](https://www.trendhunter.com/trends/nike-running-the-corner), 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. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 34% | Activity: 3% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### 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. ## Related on Trend Hunter - [Makeup Artist-Crafted Sneakers](https://www.trendhunter.com/trends/air-max-dn-silhouette.md) - [Dynamic Running-Focused Retail Concepts](https://www.trendhunter.com/trends/nike-running-the-corner.md) - [Phygital Sportswear Concepts](https://www.trendhunter.com/trends/nike-style.md) - [Artist-Backed Breakdancing Sneaker](https://www.trendhunter.com/trends/jam-sneaker.md) - [Maximalist Pop Art Sneakers](https://www.trendhunter.com/trends/keiichi-tanaami.md) - [Branded Newspaper Kiosks](https://www.trendhunter.com/trends/grey-days.md) - [Graffiti Artist-Made Rare Sneakers](https://www.trendhunter.com/trends/stash-1.md) - [Sneaker-Inspired Art Exhibitions](https://www.trendhunter.com/trends/drip.md) - [Pop-Up Recovery Shops](https://www.trendhunter.com/trends/nikes-soup-shop.md)