Why adland turned Nike trainers into fish tanks

Nike has long been a source of creative inspiration, and it was the brand's iconic range of sports shoes that recently formed the basis for an innovative creative challenge.

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LCC student Paul Jenkins put a number of designers, art directors and illustrators to the test by sending them a pair of Nike shoes and asking them to "challenge their function", in turn devising a piece of "conceptual excellence" that reflected Nike's boundary-pushing status.

The diverse and imaginative outcomes from the project will feature in an exhibition at this year's London Design Festival, but you can already view some of the best work in our online gallery.


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