The hooded sweatshirt may seem simple and conventional at the present, but back in 1977, it was a innovative product which promises to protect athletes from the temperamental changes of weather. Created by Nike’s third employee, Geoff Hollister, Nike’s classic and quintessential sporting apparel, the AW77, is reissued this year and updated with input from Japan’s Loopwheeler. Crafted with unique Loopwheeler heritage rotating looms, these hoodies are not your average cover-ups as they are made from ultra-soft cotton fleece that has been esteemed the “cashmere of cotton”.
To celebrate and commemorate the launch of Nike’s iconic hoodie in a new material and context, Nike has been hosting worldwide campaigns enlisting the help of renowned local athletes and game changers. As previously seen, basketball extraordinaire, Kobe Bryant, and tennis whiz, Rafael Nadal, are just two of the impressive list of names on the AW77 trail. For AW77′s “This Is My Hood” campaign, other than the previously reported exhibition with abstract, over-sized installations conveying the special characteristics of Loopwheeler AW77 at Nike TPE 6453, another part of the Asia campaign features five of Asia’s celebrated personalities, Michael Lau, JUJU, Edison Chen, Chen Tao and Blackie.
Better known for his vinyl toys, Hong Kong’s Michael Lau is not only an artist, figurine designer, but also an avid soccer player. Since he was a child, Lau had been playing soccer frequently and elements of the sport can often be found in his work.
Next up also from Hong Kong is actor, artist, entrepreneur and designer– Edison Chen. Not just a chief of the design group, CLOT, Chen is also a determined jogger. Jogging is a huge part of Chen’s life as he logs approximately five to eight kilometers everyday.
Another TV personality up for the campaign is MTV channel’s JUJU, who has also been a print model since she was 17. Like Chen, JUJU is a jogger, but she also puts her time into swimming, as the latter is like a process of meditation for her where she can be immersed in her own world.
Steering into professional sports, Chen Tao, midfielder in soccer for Shanghai Shenhua who made his competitive debut with the team playing against Singapore Armed Forces (winning 4-1) is also enlisted to be part of the campaign.
Last but not least and turning away from soccer to basketball, former player of Chinese Taipei’s Men’s National Basketball Team, MVP of Taiwan Super Basketball League and currently a TV show host, Blackie, is not only an inspiration on court, on screen, but also in the community. After visiting ward no. 93 at Taiwan Veterans’ General Hospital, Blackie decided to host a charity event known as “Love Life” to commemorate the warriors he saw in the ward and to rally all to cherish life.
Check out photos from the campaign and do drop by Nike TPE 6453 to check out the exhibition as it will only be up and running till the end of November.
Nike TPE 6453
No. 36, Lane 187, Sec.1, Dunhua S.Rd., | Map
Taipei City, Taiwan
TEL #: +886-2-2779-6453
Exhibition Date: October 16th – End of November