NIKE FREE 2013 MEDIA SUMMIT

/ INDEPENDENT

The latest generation of Nike Free introduced in Beijing’s 798 art district in an environment designed to highlight the natural motion running franchise's pedigree of athletic innovation and enhanced aesthetics.

With the impression of walking into a stadium, visitors entered The Track, where the LED circuit was mirrored from above, adding a depth of vision and light to space. Reflecting the dynamic new collection, the bright track lines interacted and highlighted the vibrant colorways and sleek silhouette of the product.

The installation was divided into three key spaces: The A-Z of Nike Free; The Track; The Finish Line. The first drew inspiration from the flexible shoe's geometric outsole to present an interactive experience for imagery, video, and objects that reveal the story and design process behind the Free, whose development dates to 2001

Reminiscent of crossing the final racing line, the presentation space in the third area used thin-layered walls to frame the spatial experience for the audience to engage with guest speakers including American Olympic gold medalist Allyson Felix and Chinese sprinter Wei Yongli.