null - Nike Acronym

Founded in 2002 with an unrelenting obsession with functionality, Acronym® masters garment aesthetics through deliberate elements in each product. The Acronym® design team works directly with materials—mixing and molding, adding and subtracting—until the desired solution is achieved. A shared passion for utility-led design creates the spark for this groundbreaking collaboration with NikeLab. Produced by Radical Media this film rips apart the old traditional trainer and drags it kicking, screaming and running into todays world. The sound design had to be dirty and grungy to match the robotic dirty work of redesigning the Acronym. The deep black hole sucks the life out of the robots. Malfunction follows and only a radical design can come out the process.