Nike is very active in producing locally related contents, with a great focus on the street sports scene.
In order to celebrate the 30th anniversary of AF1, C41 Studio designed and developed a whole event, presenting the story of the hidden community of the Philippines basketball players in Milan.
The body of work is printed and displayed on a steel net cage, resembling the ones surrounding the street playgrounds. To empower the high customization value of AF1, Giorgio Bartocci is called to produce live unique artworks over the shoes’ canvases. Waiting for the live broadcasting of the NBA first match, major music artists are called on stage: Ghemon, Gemitaiz + MixerT, and Argentinas Babygirl.
The event takes place in the brand new Airness store in Gae Aulenti square, Milan; about one thousand of people join it.