Tag Archives: 2012

Nike’s Flyknit technology and Olympic Ambush

2012 saw the introduction of Nike’s ground-breaking Flyknit technology. The shoe was created with a revolutionary knitted upper using yarns that are precisely engineered to create a lightweight, form fitting and virtually seamless upper, designed to deliver great performance while reducing material waste. The knit upper incorporates Nike’s dynamic Flywire technology for an adaptive fit while Nike Zoom technology cushions each and every step. The lightweight, breathable one-piece knit upper moves with the foot, seamlessly integrating areas of high support and stretch where you need them most.

Nike says:

‘Nike Flyknit technology was inspired by feedback from runners craving a shoe with the snug (and virtually unnoticed) fit of a sock. Nike embarked on a four-year mission with teams of programmers, engineers and designers to create the technology needed to make the knit upper with static properties for structure and durability. Then the precise placement of support, flexibility and breathability—all in one layer—was refined. The result is a featherweight, form-fitting and virtually seamless upper.’

The ‘Volt’ colourway (pictured) was an integral part of Nike’s ambush marketing strategy during the London 2012 Olympic Games. As an unofficial sponsor of the Olympics, it was vital that Nike products stood-out in order not to be overwhelmed by Adidas.

Martin Lotti was the man behind the shoe. He said: ‘The best marketing usually plays with the rules without quite going too far – striking the right balance between the two is really hard and often risky but Nike got it perfectly this time.’
‘It’s no accident that we picked that colour. The whole point of this was to create impact.’ Volt is to colour most visible to the public eye and wouldn’t be overshadowed by the various Olympic environments.

When asked whether it would have been easier if Nike had been an official sponsor, Mr. Lotti replied “It would definitely make life easier, but this makes it more interesting,” he said. “I love challenges. I live by them.”

Flyknit Volt