Nike Force of Love Influencer Event - Beijing
- 00:02:48
- YouTube
Nike Force of Love Influencer Event - Beijing
In concurrence with the announcement of a new office and service offerings in China, Neverstop produced an event in Beijing entitled "The Force of Love" for Nike China in honor of Nike's Air Force 1 sneaker. Neverstop produced the "Force of Love" party, held in celebration for this love for the AF1 in its 25th year of production and the hip-hop and basketball cultures that have embraced it and become the inspiration for its evolution. The event hosted Asia Pacific and Global influencers, and featured a premier "rough-cut" screening of a new Thibaut de Longeville-directed sneaker movie, a sneaker customization studio, an array of DJ and artist performances, and a Serato demonstration given by DJ Clark Kent, the NY-based Producer (Jay-Z), DJ, record label executive, and a truly authentic and iconic Air Force 1 collector. Neverstop managed the importing of a curated global exhibit of artwork inspired by the AF1 from Korea, Paris, NYC, Germany and Taiwan. This gallery display was combined with works from local Chinese artists who were asked to select their medium of choice, e.g. paint, sculpture, moving film, photography, sound, and music, to produce a piece that represents their Love of the AF1. The event overall served to encourage local Chinese artists to express their own adoration for the shoe, and to help even further cultivate sneaker culture in China. In addition to overseeing all of the event's programming development and guest hospitality coordination for the party, Neverstop was charged with overtaking and completely redesigning the event venue, Nike's 706 Energy Space, to act as an art gallery and performance space. The revitalized factory is located in the heart of the Dashanzi art district in Beijing, a neighborhood that is comprised of 50-year old decommissioned military factory buildings of unique architectural style, and which has become the current home and play/work ground of a thriving and provocative design community. Following the event launch, Nike opened the doors of 706 to the public through a series of local art openings and workshops, which Neverstop oversaw and managed.
YouTube | September 5, 2008
