The viral video of Kobe jumping over an Aston Martin on some random rooftop parking garage not only helped launch the Nike Hyperdunk back in 2008, but it also sparked a collaboration between NIKE, Kobe and Aston Martin. The dual shoe pack was launched in a new Kobe/Nike space inside the Staples Center in Los Angeles.The idea was to bring the consumer back to that viral moment, by bringing elements from the video to life. The unique central shoe display represents the air above a speeding Aston. Another footwear wall display illustrates the Aston martin logo by using the shoes to form the legendary wings. Tire tracks were visible on the concrete, as if ledt by the very car Kobe jumped over.
Creative Direction and Design by DCD. Fabrication and Installation by LA GUILD