Nike : Rise of the Hybrids

Cars aren't the only things going hybrid these days, as evidenced by the fusion of classic Nike shoe designs with the new Air Max 360 outsoles in the sneaker giant's new "One Time Only" line. Tapping into the evolutionary nature of these shoe mash-ups, Nike asked New York-based design studio HunterGatherer to create a trio of animated webfilms that reveal the line's hybrid history. "The creative brief dealt with coming up with a way to discuss hybridization, merging disparate concepts and exploring larger but related ideas," says HunterGatherer founder Todd St. John. "Evolution figures in naturally, especially as the hybridization in the story gets more purposeful. It hopefully says that hybridization (or collaboration) can create something greater than the sum of its parts."