You’ve seen Nike 6.0 around but it is only now, with this campaign latest campaign that it is starting to really come into it’s own. Artist Todd Selby has a knack for capturing people in their element. His website, The Selby, is a celebration of ‘interesting people and their creative spaces’ via photographs, videos and paintings. Each collaboration is a study of how people both contribute to and draw from their personal space for inspiration. The fact that his work features such a diverse range of subjects – each a bright mind in their own right – makes it all the more intriguing. In recent months, Selby has teamed up with Nike 6.0 to develop their current ad campaign. Inspired by sports like BMX, surfing and snowboarding, 6.0 is the brand’s ‘alternative’ line, sponsoring athletes like BMX star Nigel Sylvester, pictured (and painted) above sporting the Angle Breaker Jacket. Staying true to form, Selby documents these athletes in their respective environments with guided tours of cluttered bedrooms, swimming holes, eateries… even the back of a 24-hour tanning salon. The watercolour paintings are a charming touch. These guys may not conform to the conventional image of a Nike-sponsored athlete, but Selby’s approach is a fitting tribute to this new generation of sports icons.
More pictures and paintings after the jump, as well as a video featuring wakeskater Ben Horan.
