You are running on the field. The air around you has intensified and thickened into a tangible stillness. You cut through the air, racing across the freshly cut grass field, slightly damp from the morning rain. You pause, and traction grounds you to an effective halt despite the uneven and slippery field. You turn around, and sprint in the opposite direction, beating your opponent to the goal.
Even without using a model, post-production master fashion photographer, SÃ¸lve SundsbÃ¸, captures that exhilaration of freedom from the certainty of traction athletes get from the new Nike Mercurial Vapor Superfly II soccer cleats. Just launched earlier this year in conjunction for the upcoming 2010 FIFA World Cup, the Nike Mercurial Vapor Superfly II is a highly technical soccer cleat with an advanced adaptive traction system. To fully and artistically depict the groundbreaking technology and extensive craftsmanship used in Nike Mercurial Vapor Superfly II, Nike has enlisted the help of SÃ¸lve SundsbÃ¸ to create images of the cleats.
SÃ¸lve SundsbÃ¸ is known for his manipulation of images and colors, often in the post production process to give his work an otherworldly edge. X-ray, 3D rendering and even meticulous hand-painted retouching have been used to alter images. Most of the time, SundsbÃ¸'s work may look like they have been digitally altered but in actual fact they haven't. As such, SundsbÃ¸'s work has a large following of luxury designers, and his portfolio reads like an impressive anthology of luxury fashion houses-- Yves Saint Laurent, Dior, Gucci, Alexander McQueen, Hermès, Bally and Armani are just a few to name.
SundsbÃ¸'s approach to the Mercurial Vapor Superfly II cuts in from a technical angle by paying attention to the extensive craftsmanship put into the boots. His photo shoot gives the boot the futuristic, kinetic look it exemplifies. Lines of motion can be seen ripping through and away from the boots, sometimes in multiple directions, playing in theme with adaptive traction. The boots seem to be taking off at lightning speed, while a portion of the boots is ripped off to reveal a highly technical structure encapsulated within.
According to SundsbÃ¸, "The great amount of research that has gone into this shoe is not necessarily immediately visible. That's why I wanted to visualize its technological and scientific aspects first." via: Nike Stadium