Los Angeles, California-based production company Mothership recently helped Nike launch its revolutionary new Flyknit technology and shoe collection. This 51-second short, that premiered at the annual 2012 Nike Innovation Summit on February 21, is a performance-driven expression of how the shoes are knit seamlessly to fit to a runner’s foot like a second skin.
Tackling the challenge to create a new material and method for making shoes, Nike is, for the first time, manufacturing them in-house at its Portland headquarters. To develop an accurate visual expression for the innovative weaving process director David Rosenbaum met with Nike engineers and watched the shoes being made on customized industrial knitting machines. The result was a thirty-page story with images and a concept that convey both the unique attributes of the shoe and how they impact the running experience.
// From our friends at Communication Arts