In an effort to attract both runner and designer, Nike Singapore has launched its re-interpretation of a performance sneaker as part of a global Nike collaboration.
The 11-artist exhibition will tour select cities as part of Nike's latest push to cast its net over the two seemingly disparate consumer groups.
"This is the first time we've used a performance shoe as an art medium," said Beverly Wong, marketing manager at Nike Singapore. "We wanted to spread the awareness of Nike's longstanding collaborations with artists."
"This kind of campaign will interest a very broad range of consumers, as it marries innovation, technology and art."
Singapore was one of three countries in Asia — including Japan and China — invited to submit its own take of the sneaker.
Local shop Phunk Studios was commissioned to take the Nike Zoom Tre, a premium skater shoe, and transform it into a piece of art.
The result is the 'Claw', an idea that was hatched when the four members of Phunk Studios observed the 'magnetic connection' each skater seemed to have with his skateboard.
Thus the 3-D Claw was created to represent the skater's illusory grip on his skateboard, and also highlight the shoe's special 'grip' canvas. Along with the Claw, Phunk produced print ads and a short animation film as part of the roving, integrated art exhibition.
In the past, Nike has often commissioned artists for their own exhibits or for Nike-branded paraphernalia, catering to its consumer base of designers and niche shoe collectors.
In Singapore, traditional rival adidas responded with the launch of its adicolor series in two new adidas Originals concept stores this year.
