Musings of a Badger

The Tour is Art

Posted in Art, Cycling by musingsofabadger on July 24, 2009

The Tour De France is entering its closing stages right now, and although its looking like the title is just beyond his reach, it’s been another supreme performance from Lance Amstrong. In the build up to his return he got together with Nike to create ‘Stages’, an art event designed to promote The Lance Amstrong Foundation / Live Strong brand. Its a great concept and has produced some interesting work from 21 of the worlds leading contemporary artists – with one per stage and a variety of mediums, each piece represents Lances struggle with cancer and his subsequent return to great things (something Nike aligns its brand with – seen in the courage campaign).

Damien Hirst’s contribution – Flickr set here.

It’s all supported by the super brand, but it’s worth noting their relatively low key and professional approach – its more collaboration than sponsorship. The site is simple but effective, and it shines nicely on Nike – the subtle tick the only real evidence of branding. Awesome creative blog Its Nice That is giving a day by day review of the event and is well worth checking out, revealing the creativity in a bit more depth.


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