Jovana Sudimac/ Love

Jovana Sudimac/ Love

02/11/2018

I use every space available for promotion: the Internet, the street, my room, my house, gallery spaces etc., to promote the company Nike. I try to wear at least one piece of clothing branded as the company, bought or made, authentic or not every day. Results of this act are similar to an advertisement but they are also different because they don’t follow the demands of the market and political correctness, but instead they are created by free choice based on personal affinities. This is how a meeting point of different social groups linked by common interest in Nike products and identities was created through four years long collecting of various content related to this company. The entire process is recorded on my Instagram account.