When Creatives Are Asked To Repurpose Nike Shoes... (PHOTOS)
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How would you repurpose a pair of NIKE shoes? When the 1948 Nike store in London sent Paul Jenkins 80 pairs of new NIKE's to put to use in a creative project, he decided to send the shoes to creatives all over the world. Starting around February 2010, creatives from London to Tokyo received a brand new pair of NIKE shoes and were asked to use sport as inspiration to challenge their function. And this is how NIKE78 came into being. The outcomes are hilarious, interesting, and insightful. From 'Marathon Cake-' shoes made with same the calorific intake used for a full length marathon, to a NIKE goldfish aquarium, these reconstructed shoes will get you thinking. The project is documented on the website, (with some remakes still 'coming soon'), and after the shoes have been collected, an exhibition showcase is also planned. This unique project features some of the most talented creative individuals, studios and other organizations. Check out a slideshow below for a look at some of the remade shoes, and explore the NIKE78 website for videos on each shoe's construction.