Taken from the Nike78 site :
NIKE78 is an exciting new project created by Paul Jenkins and inspired by NIKE. Creatives involved will receive a brand new pair of NIKE shoes and will be asked to use sport as inspiration to challenge their function. The project will be documented on this website and after the shoes have been collected, an exhibition showcase is planned for the London Design Festival 2010. This is a unique project featuring some of the most talented creative individuals, studios and other organizations.
One of the collaborators in the project and one of my favorite creative groups is W+K Tokyo LAB. They were the one’s responsible for the viral Nike music shoe video that many assumed to be fake but turned to be actually real. [Click Here For Vid] As part of their involvement in Nike78 they were given a new pair of Air Max 360′s and they decided to put an aquatic spin to this shoe. Check the video out below and watch their process behind the creation of the shoe.
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