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Nike 'knits' their way onto outdoor billboards

September 26, 2013

Nike have dubbed their new Free Flyknit shoes, their lightest running shoes to date. The shoes, which have a unique upper-piece sock-like component, are designed from yarn and fabric, creating a flexible, durable shoe that is also made to feel like a second-skin. What better way to launch the new footwear than to demonstrate these features on a grand scale?

Nike did exactly that, creating a live installation in Shanghai, China, on a billboard along Nanjing East Road, one of the busiest streets in the city. Over 10 days, a team of three workers slowly but surely ‘knitted’ the shoe onto a foot, cleverly demonstrating the ‘flexibility’ of the fabric.

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