Exhibition

'athletes around the world, we all have a crazy dream?
but, what are you gonna do to accomplish you're crazy dream?
you see, not all of us have eyes to see
not all of us have feet to walk
not all of us have hands to hold
but I know all of us have a heart of gold
so, what are you gonna do to accomplish you're crazy dream?
what are you gonna do?
'cause I know what I'm gonna do
I'm gonna do it
so Just Do It'
– Demarjay Smith, NIKE 'Just Do It' campaign, June 2018


'DO IT!
JUST DO IT!'
– Shia LaBeouf


JUST DO IT - featuring new work by Chris Cawkwell - explores the ubiquitous nature of the worlds biggest Superbrand, NIKE, and how it's "aspirational" marketing transcends sports to encompass lifestyle choices and politics. From appropriation of street culture and branding of public space; celebrity endorsed products and campaigns; unethical labour and manufacturing practices to women's rights and LGBTQ+ advocates. Transforming protest into commodity.