Nike: Abuku

Fish get their own blast of air.

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As part of Paul Jenkins' Nike78 project, Wieden + Kennedy Tokyo Lab created "Abuku," or bubble and transformed a pair of Nike Air Max 360s into an aquarium. The shoe itself emphasizes the air in the soles "so we decided to create something based on the concept of air, the main quality of this model," according to W+K Tokyo Lab on its Vimeo site.

The idea illustrates "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. . .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.

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About

Credits
Date
Jun 01, 2010
Agency:
Wieden + Kennedy Lab Tokyo
Client:
Nike
Producer:
Akio Iida
Art Director:
Daisuke Maki
Film Director:
Genki Ito
Videographer:
Takeshi Kogahara
Production Manager:
Michiyo Ooi
PR:
Kuki Akaeda
Production:
W+K Tokyo Lab
Music:
Masakatsu Takagi
Music:
Jemapur
Category
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