Exactly what is it about these damn sneakers that drives us nuts so much? Illustrator and Sneaker Freaker Issue 21 cover artist Matt Stevens clearly knows the answer. After founding his online Virtual Shoe Museum filled with interpretations of classic Nikes, Stevens achieved interweb fame with his AirMax1-a-day project, where he set himself the rigorous task of designing a different Air Max ‘story’ every day for a month. This wasn’t any mere cut-and- paste colour-up session à la Nike iD – rather as his stunningly original illustrations evolved, they became wry visual puzzles, demanding the viewer look into the texture, text and the shoe itself to reveal the inspiration. With influences ranging from Batman to the Hulk, Predator, Dr Seuss, the White Stripes and... watermelons, it’s clear that Stevens loves both pop culture and sneakers, and when you put the two together in his skillful hands, it’s a lock. All of which begs the question... these are so good, why hasn’t Nike signed him up? We hit up Matt from his hometown in Charlotte, North Carolina.
**UPDATE! - Looks like the book is going ahead thanks to all those that backed the book via the Kickstart project. Check it all out here!**
Your love affair with Nike is hardly a secret is it? Can you tell us when you became smitten with the Swoosh?
I bought my brother a pair of the original Air Trainers when I was in middle school, the ones John McEnroe wore. I just remember being fascinated with them and my brother mentioned liking them so I saved up and got him a pair for Christmas. I think it really took off when Agassi hit and got his own shoe. I’m a big tennis fan and love how Nike didn’t just introduce product, they created a story around their athletes. They always pushed the envelope, both in terms of their product and their messaging. I was hooked. Bo Jackson, Michael Jordan... Nike’s army just kept building.
I wish I had a brother like you! The Virtual Shoe Museum follows a rather uneven but interesting timeline. Was there a personal story behind the selections?
I basically illustrated all the Nikes I owned up until a certain point, but I kind of burned out illustrating the shoes the same way and moved on to my Air Max 1-a-day series. I also really feel like the shoes from the ‘80s and ‘90s are classics. I think there are timeless models still being introduced but you have to give them time to see which ones will endure. I broke my own rule for the Air Raids I bought for my son. Those were shoes I had back in the day and I love the reissues. I just got those about a year ago.
He’s outgrown them, but I’ve hung onto them and have them on my desk at work. He thinks I’m nuts... ‘Why are you saving my shoes?’
Take us through the process. I’m not sure how you’ve done it because although they’re computer generated, they have a wonderfully classic look about them.
For my Shoe Museum, I just wanted to experiment with illustration and I was interested in documenting my obsession with my Nikes over time. I had to think back and just jot down a timeline. Then I gathered research to work from. There were a few pairs from way-yyy back that I couldn’t find images of, so I had to leave them out. For the AirMax1-a-day series, I just jotted down ideas as I had them. They came at random times. They’re often one-offs that turn into a series. I start out sketching ideas and then I work back and forth between Illustrator and Photoshop. At first, it started out as just a new colourway everyday. I did a series where I was honouring my design influences and it really took off from there. I thought it could allow me to really explore all kinds of concepts. With my life being as busy as it is, I can’t always do one-a-day but I’m going to keep it going as long as I can.
Please do! Looking at your artwork, each model comfortably exists within an understated environment. Was it always your intention to have each sneaker live in tandem with its background?
In the Museum, I wanted the environment to relate to the shoe and to the time that the shoe was created. I always thought the Jordan IXs had a vintage space look, so I played with the moon phase idea. On others, I’d pick up a specific graphic element from that particular shoe and go from there.
And why the Air Max 1? What is it about that shoe?
I think it’s the beauty of something as classic as the Air Max 1. It’s so simple and recognizable, and you can use it as a canvas for all kinds of ideas. I know Nike already does that with many of their classic shoes, but in an illustrated environment, I just wanted to push it to the limit. It’s also great to use random stuff I’m interested in as inspiration for new ideas such as the Batman series. I started this as a creative outlet which I was going to do for a month. A lot of my design work exists in the corporate world and I wanted to do something that was pure fun. With this I get to make the rules and do what’s fun to me. I keep a notepad on my phone and would just jot down ideas as they come up. I also created a few rules for myself. The shoe has to be roughly the same size and in the same position. The title is always in the same spot and the shoe needs to have most of the classic Air Max 1 visual cues. I tried to limit myself to just an hour but that didn’t always stick, as certain works were quicker and others much more time consuming.
No doubt anyone who catches your work will have their favourite, so I have to ask, out of all the sneaker images that you’ve created, is there one that stands out?
In the Museum, I like the Air Trainer SC III. That has such great lines, it was a blast to illustrate. I also like the Batman x Air Max series that I did. It was fun figuring out how to translate the unique elements of each era, such as the air window into the shape of the different Batman mask eyes for example. I’d say the Heath Ledger ‘Joker’ shoe is my fave from that series. I also like my ‘LOST’ shoe flier. I think it pushes in a different direction from the others and is more conceptual. For that one I mocked up a flyer, did the hand lettering, posted it around the corner from my office and shot a photo of it.
Please allow us to pay you the ultimate compliment. They’re so good they could easily pass for Nike’s campaign work. Is it a dream to one day be commissioned by Nike?
It would be a thrill to do work for a brand I’ve loved for so long. Everything they do is to such a high standard, I think almost every designer would love to be a part of what they do.
Any final words?
I believe the reason we often care so much about the shoes we own is become they’re from a certain period in our life. We have memories attached to them.
Check out Matt Stevens online at http://largetype.squarespace.com. Want to help get Matt's work turned into a real life book? Check out his awesome new Kickstart project to find out how you can make it happen!
