Nike Sportswear & The FADER to present Pitch Perfect
03 Jun '10
3 min read
Pitch Perfect is Nike Sportswear and The FADER's celebration of the music and culture of South Africa. To billions around the world, football is much more than a game played on a pitch — it's life. It inspires in people a desire to achieve and to represent where they are from to the best of their abilities.
In the first part of the content series, beginning today and leading up to June 11th, six global mixtapes will be released on its websites.
The FADER editors have teamed up with six different DJ's from six continents to curate mixtapes featuring global artists from that region, and the music will reflect the celebratory aspects of South Africa this summer. Each digital mixtape will be accompanied by original artwork as produced exclusively by British artist Siggi Eggertson.
In addition to the mixtapes, beginning June 14th Nike Sportswear and The FADER Present Pitch Perfect will release a 10-episode mini-documentary series that spans an entire month in South Africa. These videos will focus on the cultural touch points that exist globally around football including art, music, and sportsmanship anchored in that region. Episodes in the series will include interviews and tours of the region led by and with local musicians including BLK JKS and local athletes Kaiser Chiefs; documented road trips through Rustenberg, Durban, Soweto and Johannesburg; footage of celebrations during the football games; and conversations with natives from each location, showcasing each city through the eyes of locals.
"With billions around the globe about to partake in football-mania, The FADER wanted to express what the sport means to us," said Peter Macia, Editorial Director of The FADER. "To do that, we decided to focus on what we know — music, art and culture — and view the game through the creative endeavors inspired by it. We're excited to have teamed up with Nike Sportswear to present this collaborative project, and are looking forward to sharing our discoveries with our readers."
Featured in these documentaries will be a live music event June 16th at Nike's brand-new Nike Football Training Center that will be streamed live online. June 16th is also known as Youth Day, and will mark the 34th anniversary of the Soweto uprising when young people spoke out and marched against the government and its attempts to divide South Africa's people based on the color of their skin. This event will include creative workshops, educational speakers, and the aforementioned concert.
Nike Sportswear is a product line rooted in the company's passion for sport while at the same time remixing and improving iconic designs with new technologies.
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