Nike Sportswear – Hyperfuse Products Preview | The Tramshade London

By - June 4th, 2011

After a mid-day pause following the presentation by Nike Innovation Leads Shane Kohatsu and Ben Shaffer at Greenwich’s Royal Observatory , the assembled media trekked over to Shoreditch neighborhood of London for an up-close look of the new Hyperfuse product line. Though its no longer the lightest performance footwear out on the market, Nike Sportswear emphasized the 3 tenets that truly made Hyperfuse unique in its category, a perfectly symmetrical application in achieving stability, breathability and durability, with 3 separate curtain walls projecting the new Joey Duck: Unstoppable film by director Remi Paringaux. The “trifecta theme” continued on throughout the exhibition at The Tramshade event space, from the triangular layout of display forms to the evening’s “insightful dinner”, where the chef on site created an one-of-the-kind menu highlighting Hyperfuse’s 3 elements. Well aware of post-dinner doldrums, Nike asked 2 of London’s known street ballers for a few quick pick-up game with members of the media. No wagers were on the line with the exception of a few bruised egos, but in all, the event was one of concise execution. In the meantime, look for a series of Hyperfuse related products to launch by Nike Sportswear starting next month.