Unique hype los angeles1/17/2024 Similarly, with their art direction Hype Type and Socio constructed familiar domestic scenes, but subverted this typical commercial photography with more abstract, textural imagery and an informal street style aesthetic. “To let the featured sneakers shine, and to leave the door open to partner with other brands,” Hype Type’s Paul Hutchison explains, “we wanted to avoid imposing a strong sense of brand colour,” concluded in a largely monochromatic brand. Stripping back processes, and in doing so making a feature of them, the packaging consists mainly of raw materials such as undyed cardboard, aluminium and foil. Wanting to keep a broad audience and not alienate those who aren’t sneakerheads, decisions such as their colour palette, packaging and brand photography were kept specific enough to reference street culture without that becoming all there was to the brand. “Aperçu certainly doesn’t lack personality,” Carter summarises, “but it sits back just enough.” Boldly emblazoning the brand with the straight-talking Apercu Mono, Carter tells us “Aperçu simply had the right feel,” adding “Steve and his team are known for how they communicate with their fans in such an open, straightforward way, so the type had to reflect their personality.” Capitalising on the mechanical construction of monospaced typefaces, Hype Type and Socio have managed to convey the sense of process, production and consideration behind the brand, but maintain a friendliness through the playfulness and simplicity found in Aperçu. Opting for a monospace typeface, Socio’s Nic Carter explains the “monospace logotype was the best choice to create a clean shape, with aligned letterforms,” after electing to stack and segment the company’s name to make it easier to read. In looking back to what made Reshoevn8r so unique, the brand now steers emphasis away from simply cleaning shoes to acting as a celebration of sneaker culture – reconsolidating a more simplified and refined brand that comfortably sits within the street culture scene it hopes to re-colonise. In need of an aesthetic rejuvenation to enliven the brand and its purpose, realign their focus and reconsider their future, Reshoevn8r approached Los-Angeles-based creative studio Hype Type to help – in collaboration with the London-based brand and strategy agency Socio. His French countryman Tony Parker won four NBA titles playing for Gregg Popovich and the San Antonio Spurs.Almost a decade since Steve Grear first launched the product, Arizona-based shoe care company Reshoevn8r began to lose the market superiority they once had. What Wembanyama ultimately wants is to be an NBA champion. There's a new wave coming and he's just the next iteration of it," Fraschilla said. The international player is no longer an anomaly in this league. "The beauty for a casual basketball fan is to understand that basketball is now a global game. This season there are 125 international players in the NBA from 40 different countries. Wembanyama is the latest example of how much basketball has grown around the world. But the beauty of Wemby is that he's got all the potential in the world to be dominant on both ends of the floor," he said.Ĭoach Gregg Popovich won championships with players like Tim Duncan and David Robinson. "I want to say that defensively he's ahead of where he is offensively. Wembanyama's size and reach have made him an immediate force to be reckoned with. NBA players will have a trophy and a large cash prize to play for early in the season, but will the tournament resonate with fans? LEARN MORE We've seen some bumps in the road, but we've also seen glimpses of greatness," he said.Ĭan the NBA spice up the regular season with in-season tournament? "He's still in the early stages of development and the early part of this season. He's been with ESPN for 20 years and has had a special emphasis on international players like Wembanyama. He comes out of an incredibly athletic family in France," said Fraschilla.įraschilla coached nine seasons for three Division I teams and took two of them to the NCAA tournament, including St. "Many of us have known about him since probably the age of 14 or 15. Wembanyama played three seasons in the French LNB Pro A, the country's highest pro level while waiting to become draft-eligible in the NBA. Seven-foot-four with grace and agility, high level of skills, and then the off-the-court persona, the character, the humbleness, it's all there," said Fran Fraschilla, an ESPN basketball analyst. "You know, the craziest thing is if AI created a basketball player - which could happen someday -it would have been this guy. Victor Wembanyama is only 19 years old and appears to be everything as advertised, and possibly more. When the Spurs won the draft lottery, they won a basketball jackpot unlike any other.
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