The website that showcases the excellent NIKE78 project, put together by Paul Jenkins in 2010, has recently been both redesigned and updated with new content…
We’ve written about some of the work created for NIKE78 before; including the LIVE [NIKE] film by Jim Campbell and the amazing Nike Fix project by Cemal Okten. Inspired by sport, the concept behind the overall project was to challenge the function of a pair of Nike running shoes, showcasing the work of 78 international creatives demonstrating their unique reinterpretations of the footwear. Why 78? Blue Ribbon Sports became Nike Inc. on 30 May 1978.
With an impressive list of contributors (including the likes of eBoy, Stephen Cheetham, Wieden+Kennedy, Rich Fairhead, Jean Julien, Mother and James Dawe), the work created for the project is incredibly diverse; ranging from a runner eaten by a mythical creature, a marathon cake, a homage to racing pigeons, a footprint typeface, deep-fried sportswear, and a gift for a homeless man. To coincide with the start of the London 2012 Olympics, the new permanent online exhibition, designed by London-based Scheybeler+company and built by Message, has launched to showcase all the work created.
As Jenkins explains: ‘The old site design didn't help people to see the work, plus there is lots of new content - from the likes of Bompas & Parr, Print Club London and Cristina Guitian. The new site is a permanent showcase for all the amazing work created, both then and now.’
To see more of NIKE78, visit the online exhibition here