Collaborating with local artists, designers, performers and photographers, Nike has positioned the Gallery on 4th as a blank canvas for these creative individuals to express their interpretation of South African youth and street culture.
"The Gallery on 4th is a space that salutes South African street style and culture. These artists have combined contemporary youth and street culture to express what it means to 'Be True' in South Africa today, and their beliefs are reflected in their work," says Justin Maier, Brand Initiatives Manager, Nike SA.
Sneaker culture is an integral part of street style, and a number of creative minds have taken up the challenge, reflecting the 'Be True' spirit which lives on through South Africa's vibrant culture. The 'Be True' spirit is about representing those things you are most passionate about, while using self-expression to make your voice heard.
The contributing artists have further expressed this spirit through fusing their work with Nike's sportswear products, and athletes including Oscar Pistorius, South African Paralympic gold medalist, and Nomsebenzi Tsotsobe, South African Women's Rugby captain. Portraits of these two athletes are featured in the exhibition.
Asked about why Melville was selected as the preferred destination of the Nike Be True campaign, Maier said: "Melville is the hub of street culture in Gauteng. Melville epitomizes a community who challenge conservative culture in a mainstream society, and now it amplifies its unique authenticity etched in buildings and the streets."
The exhibition will rotate occasionally as young and talented artists are invited to create artwork, and artists will receive 100% of the sale price should their work be sold.
While part exhibition, the Gallery on 4th will also serve as a retail store, stocking local art and design objects, highly exclusive fashion from the Nike Sportswear collection including 'Quick Strike' footwear. The store will be managed by Sanele Xolo, of former Peepshow fame.
The Gallery on 4th will be open to the public from Thursday, 24 April 2008. Operating hours will be from 2pm - 10pm, Tuesday through to Sunday.
For more information, visit www.nikebetrue.co.za
