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NIKE78 x W+K Tokyo “ABUKU” Video

The Wieden+Kennedy Tokyo LAB took a Nike Air Max 360 and turned it into, for lack of better words, an aquarium. It’s an interpretation of how different environments interact with humans. VIDEO AND DESCRIPTION AFTER THE JUMP…

The Wieden+Kennedy Tokyo LAB took a Nike Air Max 360 and turned it into, for lack of better words, an aquarium. It’s an interpretation of how different environments interact with humans.

The shoes we received were AIR MAX 360, which emphasizes the air in the soles more than any other
NIKE shoe. So we decided to create something based on the concept of air, the main quality of this model.

What we did was keep the soles filled with air as is, but take off the upper part of the shoe and use it to mold a clear material into that shape. This became an aquarium for goldfish, a representative aquarium fish in Japan.

What you can see from the relationship between a goldfish and air in this microcosm, a shoe, is the human society and the microcosm that contains it. It’s the relationship between the earth/nature and creatures, and the correlation between athletes and NIKE, who contributes to the characteristics of the human body by giving air to shoes. That is the thinking behind the name of this art piece, the ABUKU (Japanese “BUBBLE”).

We hope that the people who see this small aquarium built on NIKE Air will stop to think about the artificial/natural environments that surround us and the connection between humans and other living creatures.

NIKE78 – W+K Tokyo LAB | ‘ABUKU -泡-’ from NIKE78 on Vimeo.

More on the LAB here.

In 2009, Adam O’Neill, Harry Alford and Thomas Alford launched Lacrosse Playground as the preeminent site for lacrosse gearheads. For years Lacrosse Playground provided lacrosse fans with tutorials and tips on how to string a lacrosse head, up-close looks at the gear the top players used and sneak peeks at equipment and uniforms before they were released. More than 10 years and millions of visits later, Lacrosse Playground has relaunched with a focus on storytelling. Our mission is to provide comprehensive coverage of the latest lacrosse news, share insights into the sports betting and fantasy lacrosse world and showcase the lifestyles and personalities of the sport of lacrosse through articles, videos and podcasts.

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