While it is almost for certain that those of us gathered in Los Angeles will see the unveiling of the 2011 Nike MAG yesterday, officials from Nike kept up the “need to know basis” protocol during most of the morning. Then, it was onto a convoy of Chevy Suburbans just outside of the hotel. With military precision, the fleet of blacked-out SUVs ushered us to where else but the back lot of Universal Studios. A quick tour of the attractions, we came to the Hill Valley City Hall film set and a mock-up of the time-traveling DeLorean DMC-12, both from the Back To The Future franchise. It was obvious to all of us then, that the long awaited 2011 Nike MAG was to become reality. We entered the new Universal Virtual Studio 1. As the soundstage’s name suggested, the presentation was one of multiple dimensions. Lead Nike designer Tinker Hatfield explained away the technical and design aspects of the upcoming release. But it was Nike CEO Mark Parker who declared the reason behind this launch – to benefit Parkinson’s Disease research through the Michael J. Fox Foundation for Parkinson’s Research. It’s about time not only for the most coveted sneaker to be made. It’s about time, as Parker explained, for the eradication Parkinson’s Disease.
Photography: Dan for Freshness