Freshness Feature: Nike Sportswear (NSW Collection)

By - May 27th, 2008

Freshness Feature: Nike Sportswear (NSW Collection)

Freshness Feature: Nike Sportswear (NSW Collection)

NSW- General Overview of the Collection

Written by: Poe
Produced by: Dan Hwang (DAN H.)

It is suitable to state that no other brand in contemporary history of athletic lifestyle has infused so much influence as Nike. So on this, the 36th year of the label’s existence, the Beaverton-based company could easily rest on its numerous laurels in the past. However, its inborn nature to create tools that exceeds the demands of all athletes, will not let it. It is this concept, so instilled in Nike’s DNA, of which the countless innovations, from the ubiquitous Nike Air to the most recent Nike SPARQ, all came to fruition. Out of this of heritage and conceptions, you will find what Nike called “The Re-Evolution” of 8 iconic Nike products – the core of the new Nike Sportswear line.

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Feature continue after the jump…

Richard Clarke – Nike Sportswear Creative Director

Nike Sportswear, or NSW, comprised of 4 footwears Air Max 90, Air Force 1, Nike Dunk, Cortez, in addition to 4 apparels Windrunner, AW 77 Hoody, Eugene Track Jacket, NSW Tee. Even before the first sketch went on paper, the creative team labeled the challenges along with a roadmap to overcome each of them. This means product engineers had to push several technical envelopes and designers needed to intermix tried and true ideas with untested ones. As Nike Sportswear Creative Director, Richard Clarke, stated, “We do go back in time to revisit some of Nike’s best products. But we always keep one foot firmly at the forefront of technology and innovation to maintain performance for our athletes.” A perfect example of this intermix is the Air Max 90 Current.

Nike Air Max 90 to Nike Air Max 90 Current

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Tinker Hatfield

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Jesse Leyva – Design Director of Nike Sportswear

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Jesse Leyva – Design Director of Nike Sportswear

Created by the legendary Tinker Hatfield, the Nike Air Max 90 produced a perfect blend of color, silhouettes, and technologies. Its light-weight upper plus separate midsoles for the forefoot and heel meant optimization of performance for runners. Yet, its wide range colorways, 7 molded appendages, and aggressive styling made it a favorite among urban fashion scenes.

Taking those design heritages, the Nike Sportswear team potentiated them further with latest Nike innovations: Flywire and Nike Free. “Starting with the original Air Max 90, we are now able to do what we couldn’t do in 1990, making this legendary shoe even lighter, more comfortable and more stable.” said Jesse Leyva, Design Director of Nike Sportswear.

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