Nike Goes High-Tech And Renewable For Tokyo Olympics

Nike Goes High-Tech And Renewable For Tokyo Olympics
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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.

 

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