Nike commissioned the British geniuses of the Nitro Group for the launch of their latest Tuned Air 10 trainer. They called the campaign ‘Evolve’, and the new tech shoe is — for now at least — sold exclusively through Foot Locker.

The London-based creatives of Nitro explain that they want people to embrace the latest Tuned shoe but also the future itself. The TV ad is highly futuristic indeed. And since they wanted us to fully embrace the concept, they picked the total eye-candy to play the part of the gymnast. This muscular beauty keeps tumbling through a sci-fi cityscape, fragmenting all the surfaces he touches into trixels — a trekkish way of saying ‘colored triangular shapes’–, until he finally dissolves in a storm of color.

(sigh)

Our hearts here at Charmants.com were reduced to a small heap of tiny trixels. We will resume operations as soon as we reassemble.

Foot Locker