Every four years, Nike throws a World’s Fair for sport tech. With rivals old and new biting at their heels, 032c’s Gary Warnett administers a SWOT analysis to an athleisure hyperpower facing an anxious future.
For the last few months, cult skate site Jenkem has been running a popular video segment entitled “Can It Skate?” In it, a particularly competent skater pushes and flips their way around NYC wearing an inappropriate choice of shoe. What started with the adidas Yeezy 350—in a bid to upset the legions who had missed… More
As fashion staples, basketball and running shoes are not confined to the games they are built for. Translating football is a little tougher. The athletic shoe penetrated other markets through a consumer decision to take footwear beyond its intended place, assisted by some smart marketing. For many, it was a new use for designs aimed… More
The genesis of Britain’s fascination with sportswear begins in the North of England. Arguments abound regarding the overused and oft-abused “casual” appellation to denote the terrace dwellers who made a brand like adidas — which once seemed so exotic to those attempting clean living in drab surroundings — synonymous with cities like Manchester and Liverpool.… More
How does Nike avoid being a victim of its own success? The answer is HTM, a three-person design collaboration between CEO MARK PARKER, designer TINKER HATFIELD, and creative consultant HIROSHI FUJIWARA. More