During the lead up to the London Olympics in 2012, Intercity curated the Nike Free Run iD project/exhibition at the gallery space within pop-up shopping mall Boxpark. Entitled Free Run iD: Designed by Our Hopefuls, Illustrated by Our Homegrown, the project saw Intercity commission a group of 11 East London artists to create a visual response to 11 athlete-designed Nike Free Run+ iD shoes. The athlete/artist collaborations included Mo Farah/Lucas Dillon, Martyn Rooney/Fran Marchesi, Dai Greene/Esther McManus, Holly Bleasdale/Rob Flowers, Perri Shakes-Drayton/Matthew Bromley, Hannah England/Hugh Frost, Jodie Williams/Michael Willis, Greg Rutherford/James Dawe, Jack Green/Mr Gresty, Jo Pavey/Dominic Owen and Harry Aikines-Aryeetey/Ellie Andrews.
In addition to the exhibition, Intercity also designed a limited-edition book to document all of the shoe designs and artworks, as well as giving further insight into the project. The A5 book was printed on an uncoated paper (which displayed the artwork) with a smaller interleaved A6 book (which displayed the shoes) printed on high gloss stock. The book was then made available for customers purchasing Nike Free Run+ iD shoes.
As part of the project, we also asked graphic artist James Jarvis to create a hand-made piece of artwork in one of the vestibule entrances to the NIKEiD studio. In a slight twist on the athlete shoe-inspired artworks created by the other artists, the starting point for Jarvis was to create his very own Free Run+ iD shoe colourway. The in-situ artwork was created live during the opening of the Free Run iD event/exhibition.