August 22, 2006 Lumiere Gallery, Makati City, PHILIPPINES For its Fall 2006 Premium Performance campaign, Nike collaborated with homegrown Filipino graphic artists for its first ever art exhibit called Born From Obsession highlighting three iconic footwear for the season.
More of the story after the jump
The formal unveil of the art exhibit, hosted by well-known sports commentator Boom Gonzales, was graced by media, sneakerheads, professional athletes, Nike aficionados and members of the art community who had the first glimpse of these artists masterpieces.
Born from Obsession merges creation and performance. Nike creates to perform. Artists create to exist. When these collide then culture is blurred and a shoe becomes art. This became evident at the exhibit when local artists unveiled their very own interpretation of the technological innovations that drive the evolution of Nike footwear. Works featured were: FREE SPIRIT by Team Manila inspired by the Nike Free 5.0 v2, CLOUDRUNNERS by Electrolychee showcasing the Air Max 360 Running shoe, and CAMO-BOMBER-RECONSTRUCTIVISM by Collision-Theory highlighting the Air Max 360 Basketball Shoe.
The campaign further reinforces Nikes leadership in sports technology and passion in innovation by bringing together the best of innovation and art-- Nike and Asian artists. This first-of-its-kind exhibit gave us the opportunity to work with some of the best artists, including s three of our very own, said Melissa Crucillo, Nike Philippines Country Marketing Manager.
We would like to bring this first-of-it-kind exhibit to more people, which is why we created an innovative gallery inside the Ayala Avenue-Makati Avenue pedestrian underpass where passers-by can get an eye-hold of the world-class creative renditions for a month, added Crucillo.