22 Oct

Nike 78

22. October 2010 by Jason Turner

nike1 I was lucky enough to be approached by NIKE and asked to be one of the NIKE78. We each received a new pair of NIKE shoes and were asked to “challenge their functionality” to create a graphic piece.

Most of my shoes are sports shoes and although I believe they look great I’m missing out on one big opportunity, the opportunity to use my shoes for what they were made for.

Other people I talked to seemed to have a similar lifestyle. It was agreed that most of them spent more time in their trainers smoking or drinking (for most smoking was the most concerning) than doing sport. I can safely say that I also spend more time smoking in my shoes each day than doing proper exercise.
The photograph is an exaggeration of this mentality, done in the hope to inspire more sport. So next time you look down at your sad pristine NIKE’s when having a smoke or a drink, just remember what they were made for.

All the entries can be viewed at Nike78.co.uk

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