24 Apr 2009

Nike, Art and the London Marathon

British illustrator James Jarvis has teamed up with Nike to create a short animation entitled "Onwards". The rumour is that James Jarvis will be running the London Marathon this weekend in a specially designed yellow suit built for him by Nike. That sort of knowledge is exactly the right sort of in-depth engagement that fans can talk about (if it is indeed true!). The project was proposed and produced by Jarvis with the end result being, what he hopes, "a much more equal collaboration with a brand". This is a rare example of a company supporting an artist without overbranding their work and taking away it's independent feel - the only references to Nike are small credits at the beginning and end of the animation where they are thanked for their support.

Onwards from akqa on Vimeo.

Thanks for this spot Chris.