London – Nikelab has commissioned Italian fashion designer Riccardo Tisci to create a capsule collection that focuses on basketball. Victorious Minotaurs is accompanied by a video campaign designed by creative studio Builders Club, which offers a dark and dystopian future noir aesthetic.
The film envisages an alternative reality in which ‘people turn into demigods’ when they wear pieces from Tisci’s ‘high fashion basketball collection’. A visual representation of The Dislocated World, the video depicts a fractured society in which faces are distorted by glitches and basketball nets burn. ‘Some mistakes in animation turned out to be quite beautiful and graphic because we embraced experimentation,’ Builders Club told It’s Nice That.