Nike and the Guggenheim Museum are proposing a creative collaboration to commemorate the museum's 50th anniversary. They have selected SBK Global to develop a concept for a limited edition sneaker celebrating the partnership called the Nike Sportswear Air Guggenheim. SBK's concept includes designing the sneaker to represent both brands through their iconic designs, and featuring a double crossover support system inspired by the Nike swoosh and Guggenheim's circular architecture. The sneaker launch would be tied to the Guggenheim's upcoming "Contemplating the Void" exhibition and reception in March 2010.

2. a Nike Sportswear-Guggenheim Creative Collaboration
in Commemoration of the 50th Anniversary
of the Guggenheim Museum
by SBK GLOBAL
December 16, 2009

3. Nike and the Guggenheim
We find the pairing of Nike Sportswear
and the Guggenheim to be a natural
one. Both are firmly situated as mega
brands in their respective arenas. The
fluid form of the Nike Swoosh and
curvature of the Guggenheim’s iconic
Frank Lloyd Wright designed building
are easily complimentary. Together, the
brands create the opportunity for near
limitless moments of exciting synergy.

4. Nike Livestrong STAGES Art Exhibtion
The Nike Livestrong STAGES Art Exhibition is an applauded and celebrated global undertaking in Contemporary Art. It firmly solidifies Nike’s appreciation of leading visionaries in the
Contemporary Art arena and and shows major support for Contemporary Art in general which affirms the legitimacy of a creative collaboration between Nike and the Guggenheim
Museum.

5. The Nike Sportswear Air Yeezy
Inspired by captivating new Nike designs, like the Nike
Sportswear - Kanye West Air Yeezy, we feel that a creative
collaboration between Nike Sportswear and the Guggenheim
Museum is one quite in line with the collaborative directions that
Nike seems to be currently undertaking, and the collaborations
that the Guggenheim selectively pursues.

6. Nike Sportswear Contemporary Design
The contemporary Nike
Sportswear collection of
vibrant styles, “designed for
sport, crafted for life,” has
paved an autobahn towards a
cooperative laboratory of
exploration into the numerous
intersections of fashion,
technology, and art.
Nike and the Guggenheim, with
some help of SBK Global, can
create a wellspring for
captivating innovation
providing immense mutual
benefit for both the Nike and
Guggenheim brands.
Each brand commands
behemoth stature in the global
perspective which only
contributes enormous energy
to this ongoing creative
process.
It also can reintroduce and
reinvigorate consumer interest
and curiosity in both brands
tremendously on a global
scale.

8. the Nike Sportswear Air Guggenheim
SBK proudly presents a concept for a
new limited edition sneaker to
celebrate a collaboration betwenn
Nike and the Guggenheim Museum.
A collaboration of this scale requires
a signature style as iconic as the two
brands separately.
To create a signature style of this
creative merger, the first collaborative
design will be a shoe inspired by the
iconic fluid designs of both the Nike
Swoosh and the Guggenheim
Museum’s circular architecture.
The Nike Sportswear Air Guggenheim
should evoke a style akin to the art
aficionado and championed by the art
walker, art fashionista and artist alike,
It should not be too stylized so that it
can act as a blank medium for future
customizations by Guggenheim
sanctioned contemporary artists.
The shoe, at a glance, should inspire
innovative curiosity with images of
Nike, the Guggenheim and the
coming together of the two in creative
unison.

9. Nike Sportswear Air Guggenheim Double Crossover
To further reinforce the creation of an
iconic Nike-Guggenheim style, and to
accentuate the crossover potential for
both brands, the shoe design will
feature a Double Crossover Support
System to viscerally evoke the aesthetic
emotion of the Nike Swoosh and the
Guggenheim’s circular spiral.
Two crossover panels, one on top of
the other, will be structurally engineered
with the expertise of the Nike Design
team to create firm foot and ankle
support.
The Interior Crossover will wrap around
to provide support on the inside. It will
wraparound clockwise on the right foot
and counter clockwise on the left.
The Exterior Crossover will wrap around
over the Interior Crossover to provide
more foot support and to evoke the
elegant feeling of a chap. It will
wraparound counter clockwise on the
right foot and clockwise on the left.
First Interior Wraparound
Second Exterior Wraparound

10. The
Jump Off

11. Nike Sportswear & the Guggenheim Unveil Air Guggenheim featuring The Flaming Lips
MAR
04
Contemplating The Void The Flaming Lips
Air Guggenheim Launch

12. Nike Sportswear Air Guggenheim Prototype Unveiling Q1 2010
MAR
01
The AIR GUGGENHEIM PROTOTYPE IS COMPLETE. Photos are taken and put into safe-keeping.
Leaked sketches and renders of the Air Guggenheim, and stories and rumors, have significant presence in a wide range of media,
physical and virtual as well as existing social networks and their various mediums. BUZZ IS THICK. NEAR FRENZY.
COVETING IS AT AN ALL TIME HIGH.
AIR GUGGENHEIM PROXIMITY KEYCHAINS (or buttons) ARE COMPLETE as are AIR GUGGENHEIM RETAIL
SIGNS. Keychains (or buttons) are set aside for the Guggenheim event, the Guggenheim ticket office and the Nike Sportswear
store. Air Guggenheim retail signs are sent to all NYC stores that will carry the Air Guggenheim.
www.airguggenheim.com has been alive and well.
MAR
04
The NIKE SPORTSWEAR AIR GUGGENHEIM LAUNCH will be tied to the Guggenheim’s “Contemplating the Void,”
exhibition reception and silent auction. This specific launch date also benefits greatly by coinciding with the The Armory Show
NYC 2010.
7-9PM The Guggenheim will host an exclusive silent auction reception for a select 300 hosted by the Guggenheim’s Young
Collector’s Council (YCC). Silent auction bidding commences this night and continues through May. The Air Guggenheim
prototype will be donated to the Guggenheim for auction.
9PM Doors open to the public.
10PM Live performance by special musical guest, THE FLAMING LIPS
MAR
05
7-9PM The Guggenheim will host a NIKE / GUGGENHEIM / SBK PRIVATE PRESS RECEPTION for the Nike Sportswear
Air Guggenheim collaborative project.
9PM Doors open to the public.
Further programming to be announce.

13. The Flaming Lips, Embryonic & the YCC
THE FLAMING LIPS
It's safe to say that the Flaming Lips' Wayne Coyne is a genius, equal
parts Thomas Edison and P.T. Barnum. Like Edison, Coyne is a
relentless tinkerer, a visionary experimenter with a sci-fi fetish and a soft
spot for odd technologies. And like Barnum, Coyne is a consummate
showman-- the hand puppets, the boombox orchestras, the oddball
short films, the radio-controlled headphones. Musically speaking, The
Flaming Lips are quite possibly the most experimental band on the
planet. They really are peerless. The Butthole Surfers and Sonic Youth
come mighty close, but both are too conventionally hard rock to be
considered anywhere near as adventurous or versatile.
EMBRYONIC
On Embryonic, the Lips' 12th album, pop is clearly not the band's
objective. Where Coyne & Co. lyrically and visually pursued space-age
themes over the past ten years, this is the album that finally sounds like
something from outer space. Chaotic and beautiful, it's an epic and
dense work of atmosphere and texture. Hooks may be in shorter
supply here, but what the album may sacrifice in immediacy it more
than makes up for with its stunning compositions and heady layers.
There are gauzy and serene effects one moment, explosions the next,
and ultimately very little in the way of predictability. In many ways,
Embryonic shares a lot in common with The Flaming Lips' early
material. It's the sound of an odd, experimental and brave psychedelic
rock band dodging convention while giving a nod toward their '60s and
'70s influences. Yet the band takes that idea so much farther on this
album, diving deeper into abrasive textures and twisted melodies. It's a
new peak for the band, nearly the polar opposite of their last truly
mindblowing album, The Soft Bulletin. And like that album, Embryonic
closes a decade by expanding the possibilities of where the next one
will lead us.
YCC
The Young Collectors Council is a dynamic leadership group for young
professionals who seek to further their understanding of contemporary
art and culture. Members of the YCC connect to artists of our time,
collectors, and leading figures in the art world through monthly
programs designed by the museum’s curators.
The mission of the YCC is to champion the work of emerging artists.
Each year, a portion of membership dues are dedicated to purchasing
works by these emerging artists, which are brought into the
Guggenheim’s permanent collection by the YCC Acquisitions
Committee and the museum’s curators.

14. The
Build up

15. Nike Sportswear Contemplates the Void
Contemplating The Void:
Interventions in the Guggenheim Museum
On the occasion of the museum's 50th
anniversary, the Guggenheim has
invited approximately 250 artists,
architects, and designers to imagine
their dream intervention in Frank Lloyd
Wright’s rotunda. A salon-style
installation of two dimensional
renderings of their visionary projects
will emphasize the rich and diverse
range of inspired proposals.
February 12–April 28, 2010
A Nike Sportswear Air Guggenheim collaborative project would be
tied to the upcoming Contemplating the Void exhibition at the
Guggenheim Museum.
Conceptually, The Project and The Exhibition are cohesive.
Combining the immense reach of Nike with the Guggenheim in
addition to the individual reach of all of the 250 artists, architects,
and designers, the exposure to a project like this could be quite
extensive.
The reception and silent auction for Contemplating the Void will
be the launchpad for The Nike Air Guggenheim Project.
This reception will take place during the 2010 NYC Armory Show
further increasing exposure, national and international.

16. The Nike Sportswear Air Guggenheim Proximity Keychain

17. Air Guggenheim Shoe
Proximity Keychain How it Works
In it’s base state, the Proximity
Keychain is white. This means
the keychain is not in the
proximity of another keychain
or a Nike retail store.
1
When 2 more more Proximity
Keychains are within range of
each other, both, or all will glow
blue.
2
When near a Nike Retail Outlet,
the Proximity Keychains will
glow green. Each Nike Retail
outlet will have a
transmitter/sensor.
3