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Nike's Levitation Series (13 pics)


Let's get light on our feet! For their Spring/Summer 2011 collection, Nike released a new ad campaign Be Free by Paris-based art photographer Denis Darzacq and director Barnaby Roper that shows how women’s training apparel and footwear can be lightweight, breathable, and comfortable. The photos show women floating through the air, free from their confined spaces that athletic garments and shoes typically place them in.

In their words, Nike’s wants to “lift women into an elevated state, so they can be free.” There is a theme of ease and freedom, one that is portrayed through levitation, much like the Natsumi Hayashi or the girl who loves to levitate. Freedom is powerful, and it is best acknowledged when we can effortlessly defy gravity.













Nike's website
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Comments

  • is it my imagination or is there a run on "flying"-just-off-the-ground-pictures? (and likely a slight increase in sales of bandages and topical antiseptic and antibacterial medication – knowing how these type of images are achieved!)
  • i love the idea behind the campaign and the shots themselves!

    the models look like they're swimming :]

    ...in air.
  • Carefree!!!
  • Oh man...I like the shoes! Very chic!
  • these are awesomes! looks like a fun photo shoot to be in
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