Nike: Nike Air Vapormax x Joke - Vision

Nike Air Vapormax team with French rapper Joke for a glitch-heavy music video-cum-advert for the new shoe.

For Vision, directed by Nathalie Canguilhem for La Pac, the swoosh brand feature their shoes among a bombardment of images, often piled on top of each other or interupted by bursts of static or screen glitches to create a visual style known as 'glitchcore'. Motorcycles are on fire, Joke appears in a white room full of fans (the blowing-air kind rather than blowing-backstage kind), and stock footage of a cheetah plays among an orgy of screens, sights, and static.

The promo appears in two forms; the 30-second Nike spot seen above, and a 2:31-version that acts as the music video for Joke's new song Vision, which features brand-appropriate lines such as 'mes Nike vont vitesse de la lumière' ('my Nikes go the speed of light.')

Click here to see another gloriously glitchy promo for Nike.