Events: nike serena williams us open event in new york city

the event took place during the ’04 US open in an effort to introduce the line, and reveal the technology behind the moisture repelling, highly breathable fabrics engineered by nike. the research and development was all done to keep athletes comfortably cool on the court, despite the controversial black outfits. in the 100+ degree heat of new york city summer, niketown was transformed into an ice hotel overnight. the design and production were handled directly through ceft and company and its team. the idea was to create an overall feeling of lightness, while offering backdrops that communicated the technical innovations in an iconic way.

the event included a Q&A with serena williams and the press, as well as an evening VIP event with opinion leaders and other select members of the media.

ABC news wrote, “gone are the long,  flowing white skirts of yesteryear as serena williams proved in a black-cat outfit and knee-high boots courtesy of nike during her warm-up at the US open” – catwalk on the court / tennis fashionistas. view all work related to this project.