October 2010 sees Nike and Jun Takahashi, founder and head designer of Japan’s coveted clothing label Undercover, release the first Nike x Undercover Gyakusou performance running collection for men. The design partnership fuses cutting edge Nike running innovations and design with the functionality of Takahashi’s Undercover—whose dedication to a less-but-better design philosophy mirrors Nike founder Bill Bowerman’s passion for the athletic benefits of minimalism. It amplifies levels of technical precision and intuitive function, delivering a unique and modern perspective on running by runners.
The worldwide promotional campaign for the collection centres around a series of stills and motion clips shot by Jamie Morgan and post-produced by Brandammo. The shoot took place in Tokyo this year and explores the relation ship between the runner and their internal / external environment. The concept is further explained by Jamie in the following behind the scenes video filmed during the shoot brief:
Gyakusou takes its name from a small but highly dedicated group of Tokyo-based runners – including Takahashi – who passionately run in their city. The name Gyakusou comes from ‘gyaku’ meaning wrong way or reverse and ‘sou’ meaning ‘run or running’ — a reference to the group running counter-clockwise while the rest of Tokyo’s runners run clockwise in the city’s parks. It draws upon a shared obsession for design innovation and improving the performance of the athlete.
The work in its entirety can be seen in its entirety in our portfolio.
To see the stills please click here
To see the Dark Edit motion please click here
To see the City Edit motion please click here
To find out more about the campaign please contact us