Art direction + Footwear Design
Below is the first deck and initial vision I created to celebrate Serena Williams in NYC during the 2010 Tennis US Open. The idea was to create energy around Serena and celebrate her (at the time) WTA number one ranking as well as her sense and passion for fashion.
Capitalizing on the "All black everything" trend I presented the direction to the Nike Brand team, and co-designed with Serenna a limited premium Women's Trainer One inspired by a black felt tennis ball.
Nike retailed 128 pairs of the TR1 available at a special event in Niketown NYC in August 2010, to celebrate Serena's 128mph tennis serve.
C r e d i t s :
Initial Creative direction + Footwear special design : Erik Arlen
Material and color direction + graphic design : Erik Arlen
TR1 design : Denis Dekovic
Nike GWT Brand design director : Heater Amuny