Nike Goes High-Tech And Renewable For Tokyo Olympics

Nike Goes High-Tech And Renewable For Tokyo Olympics

Nike is looking to give its athletes an edge at the upcoming Tokyo Olympics, releasing a host of high-tech materials and uniforms for Team USA.

The sportswear maker presented the new range at a special event in New York, with outfits for the track and field, basketball, football and for the first time skateboarding teams on display.

And if the event was anything to go by, high-tech and renewable are the themes for Nike for the upcoming Olympics.

Whether it be the 3D-printed football boots or optimised running spikes, the 100 per cent reengineered polyester tracksuits or the fatigue-reducing basketball shoes, Nike is hoping to give its athletes the edge wherever it can in Tokyo.

But according to the company’s longtime chief design officer John Hoke, the catalogue marks a new chapter for Nike’s brand strategy.

“These are not just platforms that stop at Tokyo, they’re springboards for our company and new technology going forward,” he said.

Nike made a significant step in this space last year, launching the Nike Vaporfly 4% running shoe – promising a four per cent increase in efficiency -, which was used by marathon runner Eliud Kipchoge to (unofficially) break the world record.

But Nike has been accused of ‘technological doping’ with the shoe and the shoe narrowly avoided being banned from competition by World Athletics.

 




Please login with linkedin to comment

Nike Olympics

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]