Keeping a steady momentum till the Olympic Games this summer, Nike is currently hosting a photo exhibition at its Nike 1948 London space, featuring intimate portraits by photographer Adam Hinton on individual U.K. athletes. From cyclist Mark Cavendish and long distance runner Paula Radcliffe, to the venerable Rio Ferdinand, each subject has been rendered to their most exhaustive state in order to showcase a sense of their utmost commitment to their crafts. The images, along with inspirational statements from all involved, are essentially pledges to Nike’s new slogan: that there will be a difference this year, that collectively, they will #MakeItCount in 2012. The exhibition will available for public viewing from now till February 22nd at Nike 1948 London. Images via: Daily Street
Nike 1948 London
Arches 477 478 Bateman’s Row | Map
Shoreditch, EC2A 3HH London England
Exhibition Date: Now – February 22nd, 2012 (Wednesday)
