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
Take an Air Force One. Slice it in half. Bolt on a Zipper. Scribble on it with red marker. Put a foot in it. Repeat. Since its inaugural line in 2002, Berlin-based ACRONYM has re-programmed menswear with a laser-focus on functionality. After collaborating in an urban stealth-ops re-launch of Nike’s ACG label, Acronym’s Errolson Hugh… 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
JOHANNA F. SCHNEIDER is a Berlin-based designer whose work shifts between between fashion and performance wear. Having designed for German designer Kostas Murkudis as well as for performance wear brands Acronym and Stone Island, the designer takes an architectural approach to the human form while maintaining an equal focus on aesthetic and function. 032c sat… More
Nike’s mandate to define sport utility within the city environment was set in motion by the company’s CEO Mark Parker, and the resulting collaboration has brought together specialists to look at mobility within the city environment – including Errolson Hugh, founder of Acronym, and Matthew Millward, Senior Design Director of Nike Sportswear. 032c was invited… 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
MARK PARKER, President and Chief Executive Officer of Nike Inc., a multi-billion dollar footwear, apparel, and equipment supplier headquartered in Beaverton, Oregon, once summarized his challenge in The Wall Street Journal: “The question is, how do you not let your size become a disadvantage? How do you keep an edge, a crispness, a relevance?” An interview with Nike's CEO MARK PARKER on … More