Nike’s latest spot sees a number of sports digitized into a series of flickering neon-colored animations. Directed by Luca Finotti, the video is a part of Nike’s #WeBelieveInThePowerOfLove campaign and merges animation with live action. While there’s no linear storyline, the two-minute short isn’t too dissimilar to a stylized music video.
Finotti worked on the video in collaboration with the sports giant as part of the NikeLab x Riccardo Tisci Dunk Lux range, with the sneaker also appearing at several points in the clip. Word is that Tisci himself also collaborated on this short film.
More conceptual than anything, the video shows how Nike’s sportswear closely links to various lifestyles, as well as being practical in active settings