Freshness Feature: Nike Sportswear – Footwear

By - May 29th, 2008

Freshness Feature: Nike Sportswear   Footwear

Freshness Feature: Nike Sportswear   Footwear

NSW- Footwear

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

Look into the definition of the word “classic”, you are bound to find other word associations such as “standard”, “tradition”, “established”, or “timeless”. It is generally something that’s been tried and tested. Something where its validity won out against time, trends, and critics. More importantly, it is not something that needs alteration or improvement. However, a product’s standing as a “classic” gives designers at Nike all the more reason to modify it. Again, it is that never ending quest to exceed the demands put on each Nike’s products. A motivation that has resulted in exciting hybrids like Air Max 90/360 and Air Jordan Fusion. The debut collection of Nike Sportswear (NSW) encapsulated the same motivation. After all, as the company puts it, “why reissue when you can re-master?”.

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Feature continue after the jump…

Nike Air Max 90 Current

It is not the first Nike footwear that has the signature Nike Air technology (that honor goes to Nike Tailwind) or the first sneaker with visible Air-Sole. What brought so much fanfare to Nike Air Max 90 was its designer, Tinker Hatfield’s, approach to balance out comfortability, functionalism, and aesthetics. The lightweight upper, the separate midsoles for the forefoot and heel all meant runner could easily reach their top performance level. Its wide range colorways plus aggressive styling helped it attain unrivaled status among urban trendsetters during the 90s.

Freshness Feature: Nike Sportswear   Footwear
Nike Air Max 90

Building on that heritage, the creative team of Nike Sportswear set out to re-imagaine the classic. New innovations and technologies, deemed improbable 2 decades, were added to this re-evolution version. As Jesse Levya, Design Director of NSW, stated “Building on the same platform Tinker Hatfield created for the AM90, we designed the upper with the
latest Flywire technology for lightweight stability and added a Nike Free outsole for optimized flexibility and traction. Every element has a purpose and makes the shoe better.”

Freshness Feature: Nike Sportswear   Footwear
Nike Air Max Current

Freshness Feature: Nike Sportswear   Footwear
Nike Air Max Current

Freshness Feature: Nike Sportswear   Footwear
Nike Air Max Current

Freshness Feature: Nike Sportswear   Footwear
Jesse Leyva – Design Director of Nike Sportswear

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