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    THE BRIEF Blow-up the retail paradigm for Nike at Sport Chek's flagship store launch in Toronto. We were asked to create an experience that used … Read More
    THE BRIEF Blow-up the retail paradigm for Nike at Sport Chek's flagship store launch in Toronto. We were asked to create an experience that used Nike footwear to engage consumers in a unique and interactive way. THE INSIGHT Truth: Anyone can be creative if they work hard at it. This rings true with Nike core belief that if you have a body you are an athlete. THE IDEA NIKE VJ Nike VJ is an installation created to redefine the retail experience. People used interactive sneakers to express themselves by re-mixing original art and music created by renowned artists James Jean, David Choe and turntablist Cut Chemist . The artists created custom characters and artwork inspired by the Nike Free 3.0 and Air Max. Guillermo Del Torro's Mirada studios animated the art work and Cut Chemist created 4 original sound tracks per shoe. Art and sound would change based on how people were moving, twisting and turning the shoes in the volumetric space in front of them. Read Less
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THE BRIEF
Blow-up the retail paradigm for Nike at Sport Chek's flagship store launch in Toronto. We were asked to create an experience that used Nike footwear to engage consumers in a unique and interactive way.
 
The insight: Anyone can be creative if they work hard at it. This rings true with Nike core belief that "if you have a body you are an athlete."
 
THE IDEA
"NIKE VJ"

Nike VJ is an installation created to redefine the retail experience. People used interactive sneakers to express themselves by re-mixing original art and music created by renowned artists James Jean, David Choe and turntablist Cut Chemist .

The artists created custom characters and artwork inspired by the Nike Free 3.0 and Air Max. Guillermo Del Torro's Mirada studios animated the art work and Cut Chemist created 4 original sound tracks per shoe. Art and sound would change based on how people were moving, twisting and turning the shoes in the volumetric space in front of them.
The art work of James Jean.
The Artwork of David Choe.