Hey, are those shoes on your head? A recent entry to the Nike78 design challenge rethinks a new pair of Nikes as a neuron-stimulating footwear-helmet.
Leslie KatzFormer Culture Editor
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Some people look at a pair of Nikes and picture a jog. Others look at the shoes and see each section of the sole as a lobe of the human brain. Put the designers at Wieden + Kennedy London in the latter category.
A team from the design firm made the shoe-brain connection when asked to participate in Nike78, a challenge that tasked designers with rethinking a pair of new Nikes.
Wieden + Kennedy got the Nike Free -- a shoe inspired by athletes who train barefoot to make their feet stronger -- and the designers looked at the segmented soles and saw gray matter. Nike Free Your Mind was born.
"The nonpatented headgear stimulates rapid neuron response, triggering the sensation of a fully blown run, but from the comfort of your own couch," reads the Wieden + Kennedy product page on the Nike78 site. "Avoid rainy days, stray dogs, and mild breathlessness with this state-of-the-art invention."
The fellas who dreamed up Nike Free Your Mind -- Guy Featherstone, Stuart Harkness, Dominic Tunon, and Nic Owen -- clearly aimed for the ridiculous with their design, although they do intend to make a statement on the link between sports and mental well-being.
Amazingly, Nike Free Your Mind isn't the only Nike78 design to envision footwear headwear, as you might recall the spooky "Silence of the Lambs"-style face mask we told you about awhile back. Here at Crave, we're apparently very open-minded when it comes to shoes -- even if they end up on our head.