In this web short the secret behind Nike Air sneakers is finally revealed–the Air in the shoes is actual oxygen from the lungs of the world’s greatest athletes. We see Maria Sharapova with an oxygen mask on, her very breath being stored as she plays tennis. Similarly we see star athletes like tennis great John McEnroe, Olympian Carl Lewis, and the NBA’s Brandon Roy exerting themselves and storing their oxygen in canisters. From these canisters, air is pumped into Nike Air shoes, helping to give those who wear them maximum performance.
A Nike warehouse stores canisters for as far as the eye can see. There are glitches here and there, however. For Sharapova, Nike had to invent a grunt removal system, the reference being to her grunting that can be heard each time she strikes a tennis ball. Our Nike host demonstrates the Nike Air sneakers with Sharapova’s unfiltered oxygen–he hits it against a hard surface and we hear it grunt. Then after grunt removal, the sneaker can pound the pavement quietly.
Mr. Sunderland of Great Guns, London, directed “Fresh Air” for Nike’s in-house agency. Editor was Will Judge.
Michelle Satter To Be Honored At Sundance Film Festival Gala
The nonprofit Sundance Institute today announced details for the 2025 Sundance Film Festival’s gala fundraiser, Celebrating Sundance Institute, which will take place on Friday, January 24, 2025 at the Grand Hyatt Deer Valley in Utah. The event will be an evening in celebration of Michelle Satter, founding sr. director of artist programs at Sundance Institute, for her longstanding commitment to nurturing artists and cultivating independent film through the Sundance Labs, where visionary artists convene to develop groundbreaking projects through an in-depth creative process, for the past four decades. The annual Vanguard Awards will be presented during the evening to Sean Wang, writer and director of Dìdi, and Julian Brave NoiseCat and Emily Kassie, co-directors of Sugarcane, who premiered their films at the 2024 Sundance Film Festival.
The annual gala enables the nonprofit to raise funds to support independent artists year-round through labs, grants, and public programming that nurture artists from all over the world. The 2025 event is made possible with the generous support of Google TV. The Festival will take place from January 23–February 2, 2025, in person in Park City and Salt Lake City, with a selection of titles available online from January 30–February 2, 2025 for audiences across the country to discover bold independent storytelling.
“For over four decades Michelle has been devoted to truly championing independent storytellers,” said Amanda Kelso, acting CEO of Sundance Institute. “She has encouraged artists to own their voice, learn their craft, become fierce leaders, and develop their resilience in our changing ecosystem. Her life-long commitment to supporting artists, especially in underrepresented... Read More