Nike continues running its 78 exhibit launched on May 30, 2010 as part of the celebration of its birthday when Blue Ribbon Sports company became Nike Inc. Now it is available online. In 2010, Nike tapped London-based designer Paul Jenkins to curate the works of 78 famed international creatives who reimagined Nike shoes in different ways.

Photo: Containerplus for Nike78

A permanent online exhibition showcasing all works was launched the London 2012 Olympics started. It was designed by London-based Scheybeler+company and built by Message.

Photo:  Printclub for Nike78

Artists were each given a pair of new Nike shoes and could use it in any way. The works are absolutely different ranging from a racing pigeon concept to a marathon cake.

Photo: Erica Dorn for Nike78

Erica Dorn has made a Marathon Cake, which embodies the idea of the hard work athletes put into training and the “sweet reward” they then receive.

Photo: Alex Goodwin for Nike78

Alex Godwin has got inspired by the shapes and forms associated with triathlon and the shapes within the Nikes before and after she had experimented with them and created animation.

One of the most surprising way of utilization the shoes within this project is by Adam Hayer who decided to swap it with someone who really needed. He went to an asylum in South London and did it. By chance, the swapped shoes were also by Nike.

“On being given a pair of shiny, clean, new Nike trainers I thought of numerous different ways to either destroy them or make them unwearable in some manner. Partly not really having a good idea and partly not wanting to see these shoes go to waste, I decided to swap them with someone who really needed them,” said the artist.

Photo: Adam Hayer for Nike78