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Nike's new community -- of artists

Posted by: Helen Walters on May 6, 2008


Everyone’s been talking about the Nike Plus community of runners and athletes for years now. It was a really smart use of technology which displayed its creators’ grasp of how to tune into social networks in an appropriate and useful fashion. Now Nike’s at it again, with the 1/1 program.

This is more of a stretch — an attempt to build a community of artists around the Nike brand and the theme of football (soccer). People join the 1/1 community and submit a football-themed piece of artwork which is then displayed in the online gallery (which has a bit of an annoyingly complex interface, but bear with it). 11 winners will be shown at a real-world exhibition in Basel, alongside the work of 11 professional creatives. One will be used on a limited edition pair of shoes.

The whole thing is being curated by the uber-hot fashion/design/creative site, ShowStudio, pioneered by photographer Nick Knight, which has been at the forefront of multimedia experimentation for many years now. They picked the 11 pros, including the designer, Dominic Wilcox, whose stunning case for a pair of Nike shoes and sculpture (both made from toy plastic football figures) are shown above and after the jump.

It’s a smart move for Nike, whose brand has worked hard to align with the creative community. In this instance, the community aspect of the program is hosted on Myspace, so no need to build a costly backend system. And while the quality of the resulting artwork will surely be mixed, it’s a really fun, loose and open project. Closing date for entries is 18 May. Meantime, check out another of Wilcox’s pieces here…




What comes next? The Bloomberg Businessweek Innovation and Design blog chronicles new tools for creativity and collaboration, innovation case studies in both the corporate and social sectors, and the new ideas that have the power to change the way things have always been done.

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