The concept was to show that irreverence is justified. Nike asked for a calendar that would introduce eleven former landmark shoes. However, if you add up 28 years of designing, producing and sometimes waffle-ironing athletic shoes for the worlds greatest athletes; 28 years of discoveries, mistakes, moral conflict and cultural revolutions, well then you end up with a fat gold book and the conclusion that: there is no finish line.
Project: special edition shoe release. 2000 special edition gold books produced and POS material.