27.02.13 / Permalink / Comments (0)

Nike & The Air We Breathe

Held at London's Film Museum, last week saw Nike hosting an event (under the banner of 'The Air We Breathe') to kick-start this years' celebrations for the 25th anniversary of Air Max. As always with Nike, there were some great installations and product displays as part of the event, including this sneakers-as-lungs neon artwork and a Damien Hirst-style anatomical model...

In an obvious reference to the theme of 'The Air We Breathe', the installations (produced through creative agency, Hotel) both saw lungs from the human body replaced with a pair of Air Max 1 sneakers. Also on display were a selection of classic Air Max silhouettes from throughout the ages (including 90s, 95s, 97s and 2013s), complete with an air-related face mask/ventilator.

Aside from 'air', and to celebrate the status of Air Max within the 90s UK rave scene, the other theme of the night was old-school garage. DJ Luck and MC Neat headlined, alongside Radio 1's B.Traits (who also played at our Art & Sole Cortez iD launch) and Mistajam

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