We take a sneaky advance look at the Nike SB “Fit To Move” Autumn/Winter 2014 lookbook and video, featuring Fernando Bramsmark, Alex Olson, Luan Oliveira, Paul Rodriguez, and Theotis Beasley.
The concept was simple – 5 Nike SB pros, wearing the collection (styled by themselves), skating in a huge photography studio in New York. Simple white backdrops and a splash of selective colouring in the editing and that’s the lookbook. It’s kept simple and it works. Personally, I’d have avoided the selective colour editing, but I’m biased on that as I’m just not into it. There’s some interesting pieces in this collection, with what looks like a skate specific Nike tech hoodie and a lot of Dri-FIT touch technology, as well as what at first appears to be some abnormal logo placement. However, when you see the collection being skated you understand why logos have found their way onto ribcages (imagine someone mid-way down a large stair set with their arms in the air, shot from front on and you get the idea). It’s clear that this collection has been engineered with skateboarding specifically in mind, but what you may not know is that it was wear tested by Nike pros, who also had input into the collection through their insights.
The video above was shot using 22 cameras to get a 360 degree view of the pros each doing the same trick – a 360 flip. The idea behind this, and behind the lookbook as a whole, is to showcase the differences in style between each skater. Each of them doing the tre flip slightly differently and each of them styling themselves for the shoot also. It’s a cool concept and must have taken some serious prep work to execute, giving an almost glitchy Matrix effect to the final film and playing on the idea of this collection being designed with motion in mind.