Nike is sure that destruction underlies creation. The iconic sportswear brand has launched a new movement “Destroy To Create” to pay tribute to people who break the old to build the new. The campaign’s seems a bit gritty, still it conveys good messages and features people who managed to introduce their unprecedented visions, somewhat contradicting to previously adopted principles, to the world—and be heard.
Image Courtesy: Nike Sportswera Facebook
The campaign has been launched on the brand’s official website as well an in a number of online hubs, such as Nike’s Facebook page and YouTube channel. The campaign features a plethora of sport, music and art celebrities, who had to demolish a lot of ‘walls’ of misunderstanding to reach people’s minds and ‘reconstruct’ their own bodies to hit records.
Image Courtesy: www.thedailystreet.co.uk
Image Courtesy: www.thedailystreet.co.uk
Nike invited these pioneers to demonstrate their ‘destructive’ talents: thus, jewelry designer Duffy melted down Mark Cavendish’s bike to create a life-size skull with carvings and a marvelous brooch, I Have Pop created a hilarious wood replica of the jacket, which was carefully burnt and then preserved. The “Destroy To Create” philosophy was also brought forth by Harry Malt and Tim Barber—they developed a screen-printed artwork placed onto the wall, and female boxer Kina Malpartida, who had a match against Lissett Medel in an all-black-everything boxing ring, during which the Gallows were performing live. The creative projects inspired by the Nike’s theme were unveiled in London on November 13. The music for the event was provided by Japanese DMC world team champions Kireek, Stalley and more.
Image Courtesy: www.thedailystreet.co.uk
The Nike’s campaign also includes introduction of a new journal and a customized line. In celebration of the years’ most anticipated shopping day, Black Friday (remember, black is the key colour of the movement), Nike Sportswear’s New York hub brings together its he NSW Destroyer Jacket and the Air Force 1 remixed through design and personalization all under one roof as an extremely limited pack available one-time-only on November 26.
Image Courtesy: www.nike.com
In the tradition of varsity sports, Nike Sportswear’s twist on the classic letterman jacket has undergone a unique design process and will feature such treatments as cashmere patches sewn on the back, hand chainstitch where your name can be applied on the chest along with custom the buttons. Available for pre-order in limited quantities with additional personalization options offered on site, The AF1 Destroyer Black Pack will arrive five weeks from the date of order packaged in a black chest created exclusively for this release laser etched with your name.
Image Courtesy: www.nike.com
Image Courtesy: www.nike.com
Image Courtesy: www.nike.com