This week, “sneaker freakers” and fans of the beloved 80’s Back To The Future film trilogy finally saw the realization of one of the holy grails of movie-fashion concept designs: The Nike Air MAG. A prop designed and used for the second installment of the film, the Air MAGs (or Magnetic Anti-Gravity) were fantastic futuristic sky tops complete with lights and auto-lacing technology. They were of course only an idea in a film about a supposed future, but fans fell in love with them and hoped, prayed and even petitioned to see their fateful production.
This week, Nike, in partnership with Universal Films and the Michael J. Fox Foundation released a limited line of 1500 pairs of the Nike Air MAG to be placed on eBay for charity auction to raise funds for the Fox foundation seeking a cure for Parkinsons disease. All of this is wonderfully explained on Nike’s new microsite Back4theFuture.com, a cleverly devised website to promote not only the legend and spirit of the films and the storied shoe, but also aiming to shed light on the affliction of Parkinsons in a witty and encouraging way. The site, which I believe was designed by Nike’s longtime agency of record Wieden and Kennedy, follows a similar structure to the previous Nike Better World site, leading the visitor downward through a series of automated tiles displaying messaging and finally landing at an interactive display video complete with a cameo from The Doc himself.
The site is clean and brisk, with bold messages set in Nike’s 80’s trademark tightly kerned bold Futura to give a perfect retro-future look and feel. Also, be sure to check out “The Continuum”, a running blog of sorts on the site that collects news, articles, events and social network activity related to the release.
Visit Back4theFuture.com here.