Nigel Sylvester brings ‘Brick After Brick’ to NYC with bold Air Jordan 4 rollout
|
Getting your Trinity Audio player ready...
|
The BMX icon’s latest Jordan Brand campaign turns progress, pressure and discipline into street-level art.
Nigel Sylvester knows how to make a sneaker rollout feel bigger than footwear. For his Brick After Brick x Air Jordan 4 campaign, the BMX star has taken over downtown New York City with a striking public installation titled ‘The Weight of Progress’.
Created with Brooklyn-based mixed-media artist Fridge, the display sits outside Greg Yuna’s Mulberry Street storefront. It features a massive Brick After Brick-branded concrete-style block crushing a black BMW, complete with shattered glass and a ‘Bar Spin’ vanity plate. The visual is dramatic, but the meaning is clear. Sylvester says the piece represents the wins, setbacks and obstacles that come with chasing a goal and sustaining success.
The campaign also connects to a Tetris-inspired ‘Brick After Brick’ mobile game, extending the story from the streets to players’ screens. According to Hypebeast, top scorers over the next three weeks will have the chance to win a free pair of the upcoming collaborative Air Jordan 4s.
With this rollout, Sylvester continues proving that his Jordan Brand universe is built on movement, grit and cultural theatre.
