Kobe 9 Elite Launch at the NIKE Vault, Staples Center, Los Angeles, CA

Nike Basketball had been celebrating the upcoming launch of Kobe’s 9th shoe by revealing his previous 8 shoes as the Prelude Pack. These shoes captured a specific moment in Kobe’s career, and were displayed along with a commissioned piece of artwork. The Kobe 9 which launched February 6th globally is the very first basketball shoe to use Nike’s innovative Flyknit technology-a super strong but incredibly light fabric weave.It was our mission to highlight the technology and use it on a way to bring focus to the shoe technology but also to bring it to life as the try masterpiece that it is. Woolen black, gold and white thread was strung around a central ring to draw the eye, and also to help frame the shoe which floated in place, illustrating its lightness. The custom hand carved gold frame was a provided element that we wanted to also float off of the wall. The whole thing became the central element within the gallery style exhibition which will stay at the Nike Vault for a few months.

Creative Direction by DCD and NIKE Global Basketball. A huge thanks goes to Jian Allen atNike West, GDLA and Chris Bradley for DCD for his string mastery.

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