ManvsMachine & Nike
To help promote their eco-friendly Reuse-a-Shoe initiative, Nike enlisted the help of London-based design and motion studio ManvsMachine to create this charming motion piece...
Over the past few years, Nike have been at the forefront of developing new eco-friendly technologies - from the international football shirts they produced in 2010 (made from plastic bottles), to the entire Considered product range (specifically designed to lessen the carbon impact on the planet). Under the Nike Better World banner, the animated film shown here highlights another of their major breakthroughs; a process of recycling old used shoes to create a substance dubbed Nike Grind. Once processed, this material can then be used to create high quality sports surfaces including tennis courts, turf fields, athletics tracks and more.
Amazingly, since 1990, Nike have transformed 28 million pairs of shoes and 36,000 tons of scrap material into Nike Grind for use in more than 450,000 locations around the world. Nike Grind end-products cover approximately 632,000,000 square feet - nearly enough to cover the entire island of Manhattan (23 square miles). We've also included some images of the grinding process and its various outcomes below.
The ManvsMachine animation presents a very simplified but informative look into the process of Reuse-a-Shoe. Using a Free Run 2 as the subject matter, the film playfully guides the viewer through the journey of a shoe's lifespan, questioning what happens when the shoe is eventually at the end of it's time. The animation contains some great little details, including the use of basketballs and tennis rackets as grinding tools.
In addition to the Reuse-a-Shoe project, ManvsMachine were also responsible for Nike's animated campaign for Kobe Bryant's signature shoe, the Zoom Kobe 8. As shown below, the short film focuses on Bryant's Black Mamba persona, giving the shoe the agility and personality of a snake, while transforming the court into a scaled surface.