The Olympic Games are the highest event in sport and everyone wants to be part of them. Nike understood this premise well and directed all its efforts so that its shoes accompany athletes in the conquest of glory.
Nike works with various athletes to know that they need to have their shoes setting a precedent in the Olympic tournament.
“Innovation is truly the DNA of Nike… We are fortunate to have the collaboration of some incredible athletes helping us improve,” said Rachel Bull, Senior Product Manager for the brand.
“We also have a team within Nike's Sports Research Lab and Innovation that is obsessed with things that could come out in five, ten years and even sooner. So we keep looking for how we can improve, "he added.
Compounds and designs are the greatest asset of its athletes to get to the top of the podium, that is why at Rawdacious “it is played as if the shoe were a blank paper so that technologies can really attract attention”.
The upper part is totally white while it is combined with fluorescent colors such as pink, orange and crimson in the area of the foam, the carbon fiber plate or in the sole of the nails.
This is another example of how the brand uses color to include deep cultural, psychological and emotional value in its athletic shoes.
All the shoes that are revolutionizing competitions have undergone this facelift.
From the Air Zoom Alphafly Next%, which was worn by the Kenyan Eliud Kipchoge, the new Air Zoom Vaporfly Next% 2 and the ZoomX Dragonfly 'magic nails'.
“We are talking about great shoes and I think they are. But, you know, it's really the athletes that do the magic and not just the shoes, ”Bull confesses.
"Our technology not only helps our athletes to beat their best records in the competition, but also to improve during training, because they feel fresher after each session and thus be able to perform much more," concluded the businesswoman.