NIKE ALL-STAR WEEKEND
The Signature Collection
Creative Concept Ideation
The 2023 Nike ASW Signature collection is inspired by the ancient art of salt preservation and other natural elements such as petrified wood. The collection features a special edition shoe for LeBron, Giannis, and KD, for All Star Weekend 2023 in Salt Lake City, Utah.
Each piece was designed to incorporate the colors and textures of these natural materials. The salt preservation technique, used to preserve food before refrigeration, is reflected in the campaigns setting in the Utah Salt Flats, combined with muted tones and rough textures. The collection offers a unique blend of athletic wear and natural aesthetics, providing a fresh take on sportswear design.
As the Creative Producer of the ASW signature collection project, I collaborated with the ONA creative team to conceive and refine the creative concept. With Nike's guidance on the sneakers' nature-inspired design, our goal was to visually capture the legacy of LeBron, Giannis, and KD, and tell the story of a timeless game through the use of natural elements.
To bring our vision to life, we constructed a basketball court on the Utah salt flats, which not only celebrated the nature-inspired design of the product but also paid tribute to the host city of Salt Lake City. The result was a stunning combination of art and athleticism that showcased the product in a way that was both bold and fitting. By utilizing the natural beauty of the salt flats and drawing inspiration from the city itself, we were able to create an immersive and unforgettable experience that truly brought the product to life.
We aimed to pay homage to the game and its iconic footwear by implementing a natural salt pillar as a pedestal for the sneakers. This approach effectively communicated the idea of memorialization while also lending a unique and visually striking display. Rather than using a standard pedestal, we utilized the earth's elements to create a presentation that was both unconventional and meaningful. Ultimately, this design decision provided the sneakers with the attention and respect they deserved, resulting in a display that captured the spirit and significance of the game.
