Nike Sportswear

Nike Sportswear

What are the dopest kicks I’ve ever seen? That’s easy- it’s the Back To The Future 2, the Nike Air 2015 joints with Power Lacing Technology that adjusts itself to Marty McFly’s foot. Well, we’re in 2008, and while I’m still lacing my own shoes like a sucka, Nike are making leaps and bounds on the design front.

The Launch of the Nike Sportswear (NSW) brand is re-inventing many of our best-loved classics. To say the least, this line has exercised revolutionary design and functionality details at its best. If you were looking for a modern twist on the Windrunner, The Air Max 90, The Cortez and what design director, Jesse Reynolds refers to as: “The Best Sweatshirt Ever,” the American West 77, then NSW has got you covered.

The products have been given a minimalist makeover with designers and mathematicians around the world, figuring out how they can trim, lathe, shave and flatten ounces of fabric off of Tinker Hatfield and Geoff Hollister’s original designs. Case in point: The new Windrunner is made from Japanese nylon. The ’08 model weighs in at 116 grams – 4 less than an iPod Touch.

Nike Sportswear

Inspiration comes from unlikely sources. Not that weird, I suppose, if you consider that the lowly waffle iron has inspired the creation of certain Nike products in the past. This time, architecture was the designers’ muse. The marvel of human engineering, the suspension bridge and Beijing National Stadium (with the Olympics being around the corner) are the latest round of innovations used to create masterpieces. The tensile strength of Flywire has been put to use, giving support to the super lightweight clothing. By 2012, Nike’s pledges to remove stitching from their clothing completely- and while this notion might take more lasers than the third act of a James Bond flick, they just might get the job done.

Nike Sportswear

Tying tidily into the Olympics ‘08 theme (08/08/08) Nike created the Octagon Dunks. Just in case you didn’t know, in Chinese tradition, the number eight is considered to bring luck. Just in time, Nike lucked up the Octagon Dunks with the octagons on the toebox. This also applies to the country split Windrunner. Quite simply, you take the iconic jacket, throw a national flag design on it, that zips up both the front and the back and there you go. You can mix and match the pieces at your heart’s content.

Nike Sportswear

The American West 77 is, perhaps, the most indulgent overhaul of all. This Nike hoodie is most definitely not the typical, “throw on with your old tracksuit pants to go to the store at 3 A.M.” hoodie. Crafted in China on machinery that dates back to the 1920’s and capable of churning out eight garments a day, this exclusive piece defines limited edition. Each jumper has a color-coded tag on the sleeve denoting the year it was produced. What does this mean for you? It means this collection will be instant collector’s items. In Reynolds’ calls it, “a sweatshirt for life”.

Nike Sportswear

And what would a collection of Nike classics be if the mighty AF1 wasn’t involved? Hot on the heels of last year’s Kool Bob Love designs, Nike has consulted with the likes of musician Pedro Winter and Rasheed Wallace (the NBA’s poster boy for the Air Force 1) to remix the shoe once again. This time around, an Air Max airbag has been added in the shoe’s heel, giving “would-be ballers” an extra bit of shock absorption when they finally land. Of course, all of this is after taking it to “the hole” and giving harassed writers a little more comfort, as they run across London to reach a deadline for an assignment.

Nike Sportswear

The Dunk, fresh from the recent Be True campaign, has been re-envisioned once again. This time, the Sport Optics technique that Nike has used consists of tiny octagons all over the shoes surface that form the distinctive Dunk motif. Dunk enthusiasts can also look forward to seeing the shoe rendered in a quilted patent leather, in colour ways that represent the hoops on the Olympic flag, or perhaps the Power Rangers.

One piece that has been designed in time for NSW’s August launch will be available to a very select few. The Team USA Windrunners are exclusive to the American Olympic team. If you manage to cop one on eBay, something is very wrong.

So, there you have it. Some truly 21st Century gear. By the way, Nike has seven years to get the Marty McFly’s out to the general public. If they carry on at this rate, our partnership should be right on course.

Nike Sportswear

Kobi Annobil

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