NIKE78 is an exciting new project created by Paul Jenkins and inspired by NIKE. Challenging what a NIKE sports shoe does, creatives that are involved with the project are asked to use sport as an inspiration to create something entirely different. All the outcomes are incredible, the W+K Tokyo Lab have designed an aquarium out of the original sports shoe which houses live fish! The shoe ends up looking really ethereal and beautiful.

The project is documented on the website and an exhibition showcase is planned for the London Design Festival 2010. The project was launched on Sunday and is really awe-inspiring...definitely worth checking out.