Nike is fusing art, music and basketball together as it gears up to roll out its inaugural World Basketball Festival in August with various athletes and musicians set to make appearances at the event. However, there will also be an opening for some of New York’s most creative teenagers to get involved too.
The footwear and apparel brand is teaming up with Make Something!! on a series of creative workshops for students. The workshops will be curated by internal Nike designers from Nike Sportswear, Converse, Nike and Brand Jordan, in addition to a selection of International artists.
The aim of the program is to enable teenagers in the area to get creative around the Nike brand. Those who show the most promise during the workshops will become part of a project to create the world’s first hybrid designed shoe for a world-class athlete.
Nike is positioning itself as the lynchpin in funding and finding tomorrow’s design pioneers with this low-key program. The project also sets the brand up as creatively involved with its teen audience on a ground level as opposed to merely signing endorsement deals with athletes and musicians for the bigger event.