Tag Archives: Adidas

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

adidas Basketball: The Return of D Rose – Wake Up

Adidas have captured the sheer disbelief felt across Chicago as D Rose’s season came to an abrupt end having torn his ACL in the 2012 playoffs

The commercial showcases the strive and determination of Rose as he battles for recovery in order to emulate his 2011 MVP award winning form.

Rose brings fans across the city back to life as he prepares for his return to the court.

Nike reveal their new GS2 Squad

Nike have revealed their new GS2 Squad

‘Low impact on the planet. Maximum destruction on the pitch. The new GS2 is Nike’s lightest, greenest boot ever.’

Constructed with recycled materials, built with ACC technology and armed with a bio-based traction plate made for strength and flexibility on-pitch, the Nike GS2 is deadly in all conditions.

Nike have revealed their next generation squad of players that will be launching the GS2. Included are; Eden Hazard, Stephan El Shaarawy, Raheem Sterling, Christian Eriksen, Theo Walcott and Mario Gotze. Each of these players has made an outstanding impact within their respected leagues and Nike hope to create a vivid link between the player’s jaw-dropping ability and the GS2 range.