Nike

Nike Ballet

I was asked recently to choreograph a short ballet to help launch the new Nike Hyperfeel Trainer. Nike is bringing to life the art and science of feeling by transforming its 1948 space in Shoreditch into a dramatic hub of exploration, interactivity and creativity.  From October 11-20, Nike presented ‘FEEL LONDON’, an exhibition and festival featuring a program of innovative workshops and cultural events inspired by Nike’s latest running innovation – the Nike Free Hyperfeel.

All activities took place against the backdrop of 4 interactive installations created by some of the world’s leading digital artists. With the core principles of the Nike Free range of running shoes as inspiration – fit, flex, freedom and feel – Nike and artists Universal Everything, Daniel Widrig, Quayola & Sinigaglia and Rhizomatiks came together to create an interpretation of the body in motion.

I was asked to collaborate with the Universal Everything piece the London based studio collective Universal Everything have taken inspiration from the incomparable fit, comfort, and support of the Nike Flyknit. Using the shoe’s Flyknit and Flywire materials as inspiration, Universal Everything have created “The Art and Science of Fit”, an interactive arrangement of flowing threads that move and react with complete freedom. Responding to the human form, each thread intelligently fits to the silhouette of the visitor, creating an intricate, multicolored woven pattern.

I also collaborated with London Contemporary Orchestra and we chose three pieces of music “Brother and Sister” by Emund Finnis and a new composition by the composer Gregor Riddell.

Working with two dancers from English National Ballet School we created a journey round the Universal Everything piece which looked at the ideas of touch, memory and sensation. It was a really great project and always really good to see so many faces that hadn’t seen ballet before but really enjoyed the event.

The performance was streamed live across the internet for all to tune in and follow the journey.

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