UK designer nicola ryan's 'the takeover' features a skin that breaths, absorbs, stretches and ages. like organic matter, its existence is a fine balance between life and decay.
NIKE78 - Nicola Ryan | ‘The Takeover’ from NIKE78 on Vimeo.
'nike free your mind MK 1' by UK global agency wieden + kennedy london started from
the concept of athletes who trained barefoot in order to make their feet stronger. upon playing with the model they received, the studio soon noticed that the hyper-extended sole took on the
appearance of grey matter, each section of the sole resembling the lobes of a human brain.
they knew from this point that they wanted to create something that was centered around
the human brain and sport.
part of their intention was to take this as far as possible and subvert it to the ridiculous.
they wanted audiences to ask themselves if a healthy brain was more important than a healthy body? and if there was a point of a healthy body without a healthy brain?
this piece seeks to get people thinking about the power and importance of sport in
making humans feel good.
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