Nike Premium Performance Event – Singapore

By - October 18th, 2006

Nike Premium Performance Event   Singapore

Nike Singapore recently launch a very exciting event, similar to White Dunk in the year past. Titled “Born From Obsession”, Nike Singapore invited artists H55, Asylum, Phunk Studio, and Kinetic, as well as several artists around the world, reinterpret some of the top performance footwear in Nike‘s lineup. Here are the details:

Nike reinforces its leadership in sports technology and our passion on innovation. We believe in developing footwear to enhance an athlete’s performance and as you can see, each shoe is like a masterpiece in itself as we continually breathe innovation into every product.

In this Gallery exhibition, Nike presents products that not only demonstrate the pinnacle of innovation but also inspire people to fulfilling their utmost human potential through our key products for this season.

Artists create for the soul; Nike creates for the body as it creates to perform. In this gallery exhibition, we show you a glimpse of the fusion of these two elements and illustrate how Nike combines form and function with art.

Throughout the Holiday 2006 campaign, Nike tapped onto the obsession that moved its footwear designers to create the most premium performance footwear in its class this season. The Nike Shox Swift, Nike Air Zoom LeBron IV, Nike Free Trainer 7.0 and Air Zoom Control Futsal. The results of their passionate and innovative minds were then broken down, piece by piece.

“Born From Obsession” is a result of that. It is about creation and performance. Several artists from around the globe were tapped by Nike to create art from the materials of a these iconic shoes and derive inspiration for them from their key elements.

This exhibit is a perfect combination of innovation and art. After deconstructing the shoes and showing the sum of the parts, we then commissioned artists to create works using 100% of the shoe parts as the main ingredient to create from.

What you see in this exhibition are the products of this very interesting artist brief. Nike Singapore are proud to showcase work from artists around the Asia Pacific region but even more proud to present to work done by our own Singaporean artists : H55, Asylum, Phunk Studio, and Kinetic.

> Freshness Gallery: Nike Premium Performance Event – Singapore

> Nike Singapore

For an exclusive look into the event, more after the jump

Intro to H55
Design director and founder of local graphic design platform has received recognition and awards from some of the most prestigious international competitions around the world. Some to name include the British Design & Art Direction. The New York Type Directors Club, the New York Art Directors Club, Creative Circle Awards and the Singapore Design Awards. He is also one of the 20 selected designers representing Singapore for this year�s 20/20 exhibition at the London Design Festival.

This sculpture is inspired by the Nike Shox Swift running shoe and express the natural basic action of walking and running. Hanson has selected a �na�ve� material which enables him to instinctively rediscover the primitive act of creating something childlike, low tech, hand-made but yet relevant.

Intro to Asylum
For those who already know Asylum, it is defined as a creative company that comprises of a design studio, retail store, a workshop and a record label. Since its inception in 1999, this local joint has worked on cross disciplinary projects that span interactive design, product development, environment & interior design, packaging, apparel design, branding as well as graphic design.

Inspired by the Nike Zoom LeBron IV basketball shoe, this creation takes its design inspiration from dismantling of the shoe where deep colours, formal qualities and particles are formed. Collaborating with Jon Kher Kaw, the installation manifests an unpredictable organic particle system that evolves over (real) time, exhibiting a myriad collection of emergent behaviour, in response to surrounding movement and ambient colours.

Intro to Phunk Studio
Four gentlemen came together in 1994 to form Phunk Studio, a creative collective in Singapore. They have propagated a visual signature that seamlessly blends their diverse influences into a singular creative thought that never fails to revive itself in the ever-fleeting world of art, design and culture. Their cross-disciplinary approach is best described as “an aesthetic collective consciousness” focused on experimenting with new approaches to visual expressions.

Phunk has collaborated and worked with international brands such as Nike, MTV, Daimler Chrysler, Diesel, Levis to Comme de Garcon’s Guerilla Shop. They have exhibited and lectured in New York, London, Sydney, Berlin, Valencia to name a few. Phunk was also featured on the cover of Creative Review and numerous international books and magazines.

Intro to Kinetic
Focusing on front-end design, Kinetic Interactive is dedicated to helping our clients reach out to their clients by strategically harnessing the latest in web technology. Already well known as �flash gurus�, we believe in creating a uniquely creative online experience that is customised for each client. Similarly, Kinetic Design and Advertising is driven by the same passionate belief that creativity can be transformed into arresting creatives that stop people in their tracks. Our design and advertising arm enables a web campaign to be extended into the other platforms of traditional advertising and marketing and vice versa. Always without losing sight of the key messages and the brand image. After all, we take our work and our clients� welfare very seriously. And while we champion creativity, we�ve always ensured that our work functions well for our clients. And that means we�re not some flash in the pan outfit. If all of this sounds deadly serious, it is. But that has never stopped us from having the fun that we have in the things we do.

Driven by a passionate belief for developing arresting creatives that stop people in their tracks, Kinetic has developed their art piece from the Nike Free Trainer 7.0. Please welcome Jonathan Yuen from Kinetic to share on their art work entitled �Trophy�.

As part of our effort in providing a platform for budding artists, Nike has also opened a competition among students in art schools to submit their artistic interpretation from this season�s Premium Performance range of shoes.

The works of these budding artists are displayed along the Paragon gallery linking this tower to the next. The art competition was open to our local art schools over a period of one month and an overwhelming number of entries were received.

Nike Premium Performance Event   Singapore
[Freshness Gallery: Nike Premium Performance Event - Singapore]

Nike Premium Performance Event   Singapore
[Freshness Gallery: Nike Premium Performance Event - Singapore]

Nike Premium Performance Event   Singapore
[Freshness Gallery: Nike Premium Performance Event - Singapore]

Nike Premium Performance Event   Singapore
[Freshness Gallery: Nike Premium Performance Event - Singapore]

Nike Premium Performance Event   Singapore
[Freshness Gallery: Nike Premium Performance Event - Singapore]

Nike Premium Performance Event   Singapore
[Freshness Gallery: Nike Premium Performance Event - Singapore]

Nike Premium Performance Event   Singapore
[Freshness Gallery: Nike Premium Performance Event - Singapore]

Nike Premium Performance Event   Singapore
[Freshness Gallery: Nike Premium Performance Event - Singapore]

Nike Premium Performance Event   Singapore
[Freshness Gallery: Nike Premium Performance Event - Singapore]

Nike Premium Performance Event   Singapore
[Freshness Gallery: Nike Premium Performance Event - Singapore]

Nike Premium Performance Event   Singapore
[Freshness Gallery: Nike Premium Performance Event - Singapore]

Nike Premium Performance Event   Singapore
[Freshness Gallery: Nike Premium Performance Event - Singapore]

Nike Premium Performance Event   Singapore
[Freshness Gallery: Nike Premium Performance Event - Singapore]

Nike Premium Performance Event   Singapore
[Freshness Gallery: Nike Premium Performance Event - Singapore]

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