This artwork represent (literally) multiple levels of meaning: with the digital papercut style it refers to the combination of a human craft and the digital world we live in. So as sport represents people's effort in pushing their boundaries and conquering challenges with the most advanced gear possible. Just like the NIKE REACT running shoes that feature the latest innovations in sports. It also shows layers not only to express distance, but also to connect visually 2D and 3D, associate to stairs as obstacles to overcome, or blocks of buildings to pass while running. The accordeon-like structure is rooted in the visual construction of the various materials that constructs NIKE's newest product (made from the finest, layer-upon-layer).
NIKE, the REACT Running Shoes and the "Swoosh" is the property of NIKE Inc., registered as a trademark in the US and other countries. The design of the REACT Running Shoes and the sole pattern is the courtesy of NIKE Inc. The Creative Invite was announced by Talenthouse.