Nike—Spirit of '73
Project – Create an integrated installation and customizable garment collection for Nike Stadium, New York. Deliverables included: a full design for the space including graphics for walls (to work with and without video projection), floors, lenticular panels, a wall-mounted manifesto and stickers for the building’s facade; a garment package of readymades as well as customizable fonts and graphics.
Creative – The challenge was to celebrate Amar’e Stoudemire’s arrival in New York in a way that not only resonated with basketball fans, but also connected to the wider cultural mission and varied audience of the Nike Stadium space. Building off Nike pointman Julien Cahn’s concept of capturing the “Spirit of ’73,” D&C worked to create a graphic language and manifesto that channeled the diverse energy of the city in 1973, when: “Hip-Hop took it’s first steps in Cedar Park, while punk rock nursed on the Bowery,” and “New York stood tallest in basketball’s midtown mecca.”
Results – The retro-futuristic New York basketball mash-up was acclaimed by media and Stadium consumers. Additionally, Amar’e Stoudemire wore customized garments from the Spirit of ’73 capsule at the 2011 All-Star game, and returned to the space for several custom sessions which produced more one-of-a-kinds he wore prominently during the 2011 NBA playoffs and beyond.
Creative – The challenge was to celebrate Amar’e Stoudemire’s arrival in New York in a way that not only resonated with basketball fans, but also connected to the wider cultural mission and varied audience of the Nike Stadium space. Building off Nike pointman Julien Cahn’s concept of capturing the “Spirit of ’73,” D&C worked to create a graphic language and manifesto that channeled the diverse energy of the city in 1973, when: “Hip-Hop took it’s first steps in Cedar Park, while punk rock nursed on the Bowery,” and “New York stood tallest in basketball’s midtown mecca.”
Results – The retro-futuristic New York basketball mash-up was acclaimed by media and Stadium consumers. Additionally, Amar’e Stoudemire wore customized garments from the Spirit of ’73 capsule at the 2011 All-Star game, and returned to the space for several custom sessions which produced more one-of-a-kinds he wore prominently during the 2011 NBA playoffs and beyond.
