Kustaa Saksi Reimagines the History of Nike's Running Shoe
Marissa Liu — September 3, 2009 — Fashion
References: kustaasaksi & thecoolhunter.net
Nike has joined forces with Finnish artist, designer and illustrator Kustaa Saksi for an installation in their 1948 creative retail space in Shoreditch, London. The installation is a technicolour re-imagining of the history of Nike's running shoe. The entire project is helping to support the launch of Nike's newest running shoe, the Lunarglide.
Saksi also designed a campaign of teaser advertisements for the installation illustrating the differences between men's and women's feet.
Implications - Popular clothing and shoe brands are aiming to reconnect with buyers and fans in a more intimate way that allows consumers to see into the history of the product they are purchasing. By providing consumers with a close look into the history behind a product they love, businesses are closing the gap between company and consumer.
Saksi also designed a campaign of teaser advertisements for the installation illustrating the differences between men's and women's feet.
Implications - Popular clothing and shoe brands are aiming to reconnect with buyers and fans in a more intimate way that allows consumers to see into the history of the product they are purchasing. By providing consumers with a close look into the history behind a product they love, businesses are closing the gap between company and consumer.
Trend Themes
1. Intimate Brand Connection - Popular clothing and shoe brands are aiming to reconnect with buyers and fans in a more intimate way that allows consumers to see into the history of the product they are purchasing.
2. Visual Storytelling - Businesses are using visual installations and advertisements to tell the history and story behind their products, creating a more engaging and memorable experience for consumers.
3. Gender-inclusive Marketing - Companies are designing campaigns that highlight the differences between men's and women's products, aiming to cater to a wider audience and promote inclusivity.
Industry Implications
1. Fashion Retail - Fashion brands are utilizing immersive installations and campaigns to create a deeper connection with consumers and provide a unique shopping experience.
2. Sportswear - Sportswear companies are adopting visual storytelling techniques to showcase the history and evolution of their products, catering to consumers' desire for authenticity and nostalgia.
3. Advertising and Marketing - Advertisers and marketers are exploring the use of visual storytelling and gender-inclusive campaigns to create more impactful and memorable brand narratives.
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