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Nike Sportswear - Spring/Summer 2010 - Greater China Media Summit | Event Recap

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After four long years of waiting, anticipation and attempts to quell soccer fevers with various league games, FIFA World Cup is finally back for 2010, surprisingly for sports fans, with much for the Americans to celebrate this time around. As the excitement for World Cup gets increasing palpable, it makes perfect sense for Nike to headline the footie for Spring/Summer 2010. New technical materials and construction such as the Torch (a lightweight and breathable innovation which can be easily manipulate into new shapes and forms for maximum comfort, and is the highlight of the new Nike LunarLite Rejuven8 Mid sneaker) are worked into soccer-minded roster of items for the upcoming season. In terms of style and function design, the focal point of Spring/Summer 2010 spotlights on soccer players and fans alike.

With soccer on our minds, Freshness attended Nike Sportswear's Spring/Summer 2010 Greater China Media Summit and got the first peek into what's coming up after all the end-of-year festivities. The summit was held at Hong Kong's Cattle Deport Artist Village, which as its name suggests, was once a cattle slaughter house and now turned into a congregation of artist studios, galleries and creative spaces. Attendees included media from the greater China region (China, Hong Kong and Taiwan), and all were not only invited to the Spring/Summer 2010 presentation but also to visit the AW77 - This Is My Hood Exhibition at Creative Space.

The presentation of upcoming items at the summit was housed in a soccer-inspired space decorated with field elements such as goal posts, field markings and grass. Nike's Greater China Footwear Presenter Rocky Xu and his apparel counterpart, Terry Zhu, hosted the presentation and gave the media a rundown of what can be expected from Nike in 2010. As aforementioned, the line-up emphasizes soccer, thus some of the important items and projects included are the Grand Slam Polo, the N98 Jacket and a rather extensive collaborative, Six Collaborations, project with six artists to create team football kits for their respective countries. Of course, new sneakers such as the Nike LunarLite Rejuven8 Mid and a very merry Chinese New Year Cortez are indispensable parts of the line-up as well. Taking the focus back to the revived classics, the Grand Slam Polo is a remake of the quintessential sports item which had made its way from tennis courts to stadium sidelines and the streets; meanwhile, the N98 jacket is a reprisal of the track jacket introduced more than a decade ago in 1998 and worn by the likes of Brazilian national football team. The latter has been redesigned with feature enhancements suck as flat knit rib collar and cuffs, bonded seams and double-welded, zippered pockets for additional comfort, durability and warmth.

As for the visit to Nike Sportswear's Fall/Winter 2009 initiative, This Is My Hood Exhibition (campaign for AW77 hoodie produced by the ever-amazing Loopwheeler from Japan), the exhibition at Creative Space was created in conjunction with SILLYTHING. SILLYTHING is a design collective from Hong Kong fronted by TK. Riding on the concept of the "analogue" and playing against the "digital" concept used on the Taipei exhibit, the show at Creative Space is a mesh up of installations, experiments and apparatus built to explain and celebrate the AW77 hoodie.

Check out the pictures from the event, see how Nike strikes goal with its upcoming collection and get psyched for the World Cup.

Cattle Deport Artist Village
63 Ma Tau Kok Road, To Kwa Wan | Map
Hong Kong, China

Creative Space
1F, 11 Lan Fong Road, Causeway Bay | Map
Hong Kong, China