Kicks and Playgrounds

Nike is very active in producing locally related content, with a great focus on the street sports scene.

In order to celebrate the 30th anniversary of AF1, C41 presents the hidden community of the Philippines basketball players in Milan, focusing on their great sense of community and the increasing number of playgrounds in the Lombard capital.

Following the daily lives of few Philippines kids, C41 produces an editorial photoshoot going beyond the sports activity and showing the traditions and temper of a community counting about 50.000 people only in Milan.

The final outcome is a wide story made by pictures and text, published on the 5th issue of C41 Magazine, and a short documentary, both crafted to deepen and extend the meaning of “team”.

For the occasion, C41, together with NIKE, hosted an event in the Airness store in Piazza Gae Aulenti (Milan).

The pictures were printed and hanged on steel nets, similar to the ones surrounding basketball playgrounds in big cities.
To emphasize the personalization’ value of the AF1, Giorgio Bartocci created unique works of art on the shoe itself.
While waiting for the starting of the first live match of the NBA, major italian musician such as Ghemon, Gemitaiz and Argentinas Babygirl are called on stage.

Almost a thousand people showed up making this event unforgettable.

C41, creative production company
Van Khokhlov, director