20 / 04 / 10

Birch Studio have used the opportunity of this year’s World Cup in South Africa for the theme of their concept. From an early stage they decided it was not about the shoes, but what these shoes represent and what they mean for the people who use them. Birch consider NIKE as a brand that provokes hope and a drive to be better and they wanted to question this belief.

They have ground the shoes down to dust so they can no longer act as a visual representation, but can be shaped into greater meaning. Birch are producing a feather that visually represents the situation surrounding South Africa over the coming months and hope to encourage people to question what it means to be a participant
and a spectator.

Keep an eye on the Birch blog over the coming weeks as they will be posting more images and videos of the
project as it comes to the final resolution.

10 / 04 / 10

Code Computerlove have been in touch again with another update from their project. Continuing with the idea of
visualising with their pair of NIKEs, they have created a concept called, ‘NIKE Uniform’, a living visualisation of your life in your NIKE shoes.

“The Uniform device is embedded in your pair of NIKEs, birthing an ethereal, flowing, energetic visual representation of where you’ve been and what you’ve done whilst wearing them. When your NIKEs are removed
and put away for the night, your Uniform is visually remixed and broadcasted back to your shoes for display
on their surface.”

The above image is a still frame from a fluid animation and demo the team at Code Computerlove are producing.

20 / 04 / 10

With the deadline for NIKE78 fast approaching, lots more ideas have been coming through. Patrick Fry and
Shaz Madani have collaborated to work on the project. They have been working on a poster idea where the
basic shapes contained in the NIKE Air Max 97 shoes they both received, form templates for an unlimited series;
using the shapes of the shoes to create a new medium.

14 / 04 / 10

THIS IS Studio’s idea for NIKE78 is based on the need to have a pair of shoes for every sport including that of
watching sport. They have teamed up with Connie Wright and are currently producing knitted slipper-esque NIKEs.
They will be completely knitted, laces, sole and all. A perfect working pair of NIKEs, just slightly redefined.

09 / 04 / 10

Inspired by the NIKE Dunk SB Low Rayguns which he always wanted to own, Simon Wild has been finishing up an
illustrative photo shoot for his NIKE78 outcome. Titled ‘Telesportation’ he has been exploring intergalactic sporting,
with the shoes allowing participants to score points.