Nike – MMW
NOWNESS joins forces with Nike and Matthew M Williams on a film for their new collaboration that explores the potential of movement in different visual dimensions
Nike has joined forces with New York-based designer Matthew M Williams for a new collaboration that uses data to enhance performance. In this collaboration with NOWNESS, directed by Thibaut Grevet, the power and versatility of the collection is embodied by the intense training movement of two dancers, choreographed by contemporary talent Leo Walk.
“The collection used computers to define the parameters and design of product”
The performances, shot in a quarry in Ukraine, follows the footsteps of the isolated dancers sporting the new, cutting-edge apparel, where digital renders and human movement demonstrate seamless shifts between the robotic and the rhythmic.