# Artistic Product Tributes Parra's Unofficial Nike Installation Gives Brand Cred By Christina Butty | Published 2009-07-23 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/parras-unofficial-nike-installation References: [hypebeast](http://hypebeast.com/2009/07/parra-x-atmos-girls-lafloret-x-nike-sportswear-installation/) & [atmos-tokyo](http://www.atmos-tokyo.com/) In the new era of marketing, the following is exactly what big corporations pray to achieve. Dutch artist Parra is not officially associated with Nike’s [Aero Flight](https://www.trendhunter.com/trends/aero-cordless-vacuum-cleaner) and [Aero Fit](https://www.trendhunter.com/trends/coast-trailer) but has put together some artwork to help promote it. This type of guerrilla marketing adds legitimacy to a brand that just can’t be bought for any amount of money. Located in the new [Atmos](https://www.trendhunter.com/trends/jaegerlecoultre-and-marc-newson) girls store in Tokyo’s Lafloret Harajuku district, this installation will be up until July 27. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 20% | Activity: 46% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Modern](https://www.trendhunter.com/modern) ## Key Themes ### Why This Trend Is Growing - **Guerrilla Marketing:** Opportunity for brands to gain legitimacy and authenticity through unconventional promotional tactics. - **Artistic Collaborations:** Partnerships between artists and brands create unique and engaging marketing campaigns. - **Unofficial Brand Associations:** Artwork and installations can generate buzz and credibility for a brand, even without official affiliations. ### Industries Being Reshaped - **Fashion:** Fashion brands can collaborate with artists to create visually captivating installations and enhance brand image. - **Retail:** Retailers can use guerrilla marketing techniques to create immersive experiences and drive foot traffic to stores. - **Advertising:** Advertising agencies can explore unconventional partnerships and installations to disrupt traditional marketing strategies. ## Related on Trend Hunter - [Artist-Backed Breakdancing Sneaker](https://www.trendhunter.com/trends/jam-sneaker.md) - [Skateboarder-Inspired Footwear Spots](https://www.trendhunter.com/trends/nyjah-4.md) - [Maximalist Pop Art Sneakers](https://www.trendhunter.com/trends/keiichi-tanaami.md) - [Makeup Artist-Crafted Sneakers](https://www.trendhunter.com/trends/air-max-dn-silhouette.md) - [Artist-Centric Networking Events](https://www.trendhunter.com/trends/adidas-x-snipes.md) - [Temporary Luxury Brand Installations](https://www.trendhunter.com/trends/luxury-brand-installation.md) - [Football Culture-Inspired Athletic Collaborations](https://www.trendhunter.com/trends/palace-and-nike.md) - [Fine Art-Inspired Sneaker Designs](https://www.trendhunter.com/trends/otw-by-vans-line.md) - [Sneaker Digital Crossover Realms](https://www.trendhunter.com/trends/airphoria.md)