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The Before and After Gallery

 
 

The Before and After Gallery

The “Before the Bite” and “After the Bite” Tuned Airs were two Nike shoes sold exclusively at Foot Locker. The Before the Bites represented the artist’s hustle. The After the Bites represented their first taste of success. To tell this story and create hype for the shoe launches, we created the Before and After Gallery, curated by artists 13th Witness, Baron von Fancy, and Madsteez and featuring the work of 20 up-and-coming artists.

The Before the Bite (left), After the Bite (right), and Gallery manifesto. (Click to enlarge.)

To make it into the Gallery, artists had to showcase their hustle by bringing a physical piece of work to our gallery location in SoHo and presenting their work to our three artist curators. Digital artists submitted their work on Instagram using #BeforeAfterGallery. In total, over 170 artists showed up in SoHo, and over 2,000 artists submitted work digitally.

Call for Entries video.

Gallery location at 67 Greene Street.

Artists lining up to showcase their work. 

(left to right) Artists and Before and After Gallery curators 13th Witness, Madsteez, and Baron von Fancy greeting artists in line.

Inside the Before and After Gallery.

Product display // Before the Bite 

Product display // After the Bite

Madsteez, Baron von Fancy, and 13th Witness discussing the submissions presented earlier in the day. 

Curating the final pieces.

Of these submissions, 15 physical pieces and 5 digital pieces were chosen by our curators to be showcased at the Before and After Gallery event. Influencers and those connected to the art world attended the event opening night, and the Gallery opened to the public the next day.

Opening night

Curated artwork on display

Curators congratulating the chosen artists.

On opening night, up-and-coming rapper LGP Qua debuted the music video for his song "Hungry," created in collaboration with Foot Locker specifically for the Before and After the Bites. He also performed live.

Music video for "Hungry". 

LGP Qua performing "Hungry". 

Through this campaign, we gave up-and-coming artists their first tastes of success and left them hungry for more. The Before and After the Bites remain symbols of their constant pursuit.

Art Director: Tanner Thompson