The Nike Sportswear IAM1 Project celebrates the launch of the Nike Sportswear Air Maxim 1, the evolved ’87 Air Max 1 for 2009 and an all encompassing London project that brings together Charlie Dark and the Run Dem Crew, the talented young producer Goldielocks, visionary artist Benedict Radcliffe and of course, our man INSA.
INSA looks to open his latest exhibition on July 17th at the Nike 1948 store in London. The solo show, entitled “Looking For Love In All The Wrong Places”, features new works by the London-based artist, in association with Nike Sportswear. Aside from exhibiting various mixed-media works, the show will also be the launching pad for the new Nike Sportswear Air Maxim 1, a new rendition of the classic Air Max 1 silhouette. “Looking For Love In All The Wrong Places” will run through July 26th, 2009.
Bateman’s Row, Shoreditch
London, EC2 3HH
One of Nike Sportswear’s most exciting new products has a lineage that’s instantly recognizable. Charged with updating a classic of Nike design, 1987’s Air Max 1, the Nike Sportswear Footwear Design Team dialed up technological innovations and re-mastered the performance and design of the original to create the Nike Air Maxim.
“We took the original Air Max 1 design brief and ran it through a present-day filter,” says Nike Sportswear Design Director Jesse Leyva. “We tried to solve the very same problems Tinker Hatfield did with the technology of that time, using the technologies and Nike sporting innovations of today and tomorrow.”
“From a performance standpoint we had no intention to take a step back,” Leyva insists. “It was paramount to be true to the original design brief and make a running shoe that can perform to the highest standards, while retaining its original design lines and iconic color. We’re very proud of the results.”
Also be sure to check out the amazing Nike IAM1 video now live over the Nike Sportswear site now. The video features crazy techniques such as tilt shift lens and time lapse process to give you a different view of London and the people involved with the Nike Sportswear IAM1 Project. The video is actually shot in a very similar style to that of Keith Loutit's work, which I have posted up on High Order! over the last few months.
Seriously though, the video is worth a watch. Great soundtrack with Goldielocks' Livin' 140 track, which you can download after the jump. Also features footage of INSA doing what he does best, spraying some of his work next to an existing Shepard Fairey piece just off Batemans Row, Shoreditch.
Below are a few screenshots from the video but to fully appreciate it, go check it out now...