Zeitguised Interprets Nike's Reinterpretation
When Sergio Lozano designed the Air Max 95 sneaker for Nike, he drew inspiration from the human body. Skin, ribs, and tendons are represented in the different design elements, as well as a broad line up the heel reflecting a spine. It is no stretch, then, to describe the component parts as “anatomy,” and that’s exactly the word they used for their video with Zeitguised. “The Anatomy of Air” shows the progression from the classic Air Max 95 into the newly announced Air Max 95 Ultra Jacquard. The AM95 Ultra Jacquard is an update of the original style, bringing it into the contemporary athletic sneaker environment, utilizing technologies to enhance lightness and support. It is those themes that Nike and Zeitguised drew upon for their video, communicating it all in a visual language without words in less than twelve seconds.
The video starts with the classic sneaker, and as it spins in space, the component pieces separate and take on new forms inspired by their functions. The sole, known for its dual air bubble technology, morphs into an ever-changing balloon. The straps that create the shoe’s “ribs” turn into a cage, combining with the tendon inspired lacing, narrowing into the Flywires that dominate the shoes. The upper of the original shoe, made from leather and textile, are transformed through a ballooning process into the Jacquard material that is lighter than its predecessor.
The design studio has quickly become the go-to for surrealist motion projects, especially with variable textures in a floating 3D space, bringing unexpected personality to inanimate objects. Nike’s style aligns flawlessly into the Zeitguised mode of creation, distilling style and design into the launch of this highly anticipated sneaker.