Nike and its SNKRS app have launched the Art of SNKRS, which highlights an inventive method of showcasing the brand’s Air Force 1 shoe. Focusing on symmetry, Amsterdam-based director and photographer Joost van Brug utilizes a unique motion-blur technique to show various iterations of the iconic sneaker. He started off shooting sneakers by way of his brother who was an avid Nike fan. He then learned more about the stories behind the different colorways and was intrigued at finding new ways to capture the essence of sneaker culture.
“For me, seeing my brother’s collection was just seeing a color change in the same shoe. I thought, ‘What if I just get rid of all the information of a shoe, so you don’t even recognize it as one? If you just have the colors, do you still know what shoe it is?’ That’s how I came up with the abstract motion blur.”
Van Brug’s abstract technique focuses on the eye-catching hues set on a rotating axis, while also giving each sneaker a unique identity. Take a look at the mesmerizing video above.