Posted by Fabio 27 July 2012

Inspired by sport, 78 creatives challenge the function of a pair of Nike shoes. Blue Ribbon Sports became Nike Inc. on May 30th 1978. London-based designer Paul Jenkins launched NIKE78 on May 30th 2010.

The NIKE78 project demonstrates the work of 78 creatives from around the world, and their unique reinterpretations of a pair of running shoes. At the start of the London 2012 Olympics, a permanent online exhibition, designed by London-based Scheybeler+company and built by Message, has launched to showcase the work.

The work is diverse and inspiring: a runner eaten by a mythical creature, a marathon cake, a homage to racing pigeons, a footprint typeface, deep-fried sportswear, a gift for a homeless man.