The Genealogy of Innovation traced Nike Football from The Nike, the 1971 boot that was the first shoe to carry the Swoosh, to the 2014 Magista and Mercurial Superfly. The exhibition ran at Nike’s Phenomenal House in the Sorting Office on New Oxford Street, London, until May 31, 2014, after Paris and alongside Berlin. An online version, a 240-page book, and a Golden Wolf film followed. We made it internally, Nike Brand Design EMEA with Nike Football, and Nike Brand Design briefed and creative directed the outside agencies, including Golden Wolf.
Why it looks like this
Back, then forward. Curator Gary Warnett told Designboom he wanted to gather as many significant football shoes and innovative non-football shoes as possible, and to “look back but focus on forward too.” The London show ran in nine timelines across seven eras.
200 shoes online. Nike described the online version, launched on June 12, 2014, as an “in-depth study of 200 game-changing shoes and football boots from Nike’s archives,” covering 40 years of Nike design, including 20 years of Nike Football, in seven chapters.
the objective is to let visitors know that NIKE football stretches back to the earliest days of NIKE
Gary Warnett, curator, source
Press and sources
- Designboom: the genealogy of innovation – NIKE football from 1971-2014
- SoccerBible: Nike The Genealogy of Innovation
- Hypebeast: Nike “Genealogy of Innovation” Video