For three decades, Nike hoop shoes have been worn by the best players in the NBA; they became symbols of the subcultures that sprung up around the sport and then basketball icons in their own right. A book entitled Sole Provider: Thirty Years of Nike Basketball, published by Nike in the US, told the history of the sport and the iconic Nike sneakers that played such a huge part it in.
Our brief was to get urban basketballers and sneakerheads excited about the book.
We created an engaging event that told the stories of the first ever kicks in the Nike Basketball lineage – the Blazer and the Ultraflight. Rare archive imagery decorated the walls, static and interactive installations showed the shoes’ evolution, and we fitted the space with mini courts where guests could shoot some hoops.
For the two-week period that the exhibition was open we aimed to receive 800 visitors; 1,200 visitors actually walked through the doors. The books sold out, as did the posters.