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Nike Air Huarache Womens
« on: Sep 10th, 2017, 11:59pm » |
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Express lanes notwithstanding, Nike is sticking with the proposition that fashion should follow from performance. On a shelf in the basement of the Mia Hamm building sit a half-dozen life-size replicas of human feet. Matt Nurse, the head of Nike’s sports research lab, grabs one and hands it to me. “That’s Sharapova,” he says, referring to Maria, the Russian tennis pro. “Here is Ronaldinho. We’ve got Pau Gasol. That’s LeBron.” The scanner Nike used to assemble this collection is on the floor below. The company keeps digital files on tens of thousands of feet, from elite athletes’ to everyday runners’. A 3D printer spits out the models used to customize shoes for the former and Nike Air Max 2016 Dame adjusts designs for the latter.
Nurse, a tall, 46-year-old blond who bears a strong resemblance to Golden State Warriors coach Steve Kerr, runs a staff of about 60 scientists and researchers. About half hold doctorates in biomechanics, physiology, or biology. Nurse and his lab are part of what you pay for when you buy a pair of Nikes. Along with the foot scanner and 3D printer, the lab is equipped with force plates in the floor sensitive enough to detect heartbeats, a basketball court loaded with motion-detection cameras, and climate-controlled chambers where robots test apparel for extreme-weather durability.
Nurse sits three steps below Parker in Nike’s matrix, alongside the heads of footwear innovation, apparel innovation, digital innovation, and “space,” which experiments with new lines of business and production modes. These Nike Air Huarache Femme teams don’t set out to create a running shoe for fall. They begin with broad topics: recovery, perhaps, or stability. “We try to define the playgrounds,” Nurse says. Designers and researchers study and tinker, then resurface with their best ideas, some of which Nike funnels into a process with checkpoints and deadlines.
When the method works well, the company touches millions of feet and changes the vocabulary of shoes. Flyknit, Nike’s new method for making uppers, started with Jay Meschter, now head Adidas ZX 700 Womens of the company’s Innovation Kitchen, hacking sewing machines so they could weave high-strength threads in loops that would wrap the foot like sandal straps. His work dovetailed with research Nurse was doing into how to contain feet with minimal material, and the two paired up to assemble a prototype in 2007. A finished version, Nike Air Max 2016 Zwart branded Flywire, came out the following year. By 2012 the idea had evolved into Flyknit—uppers that fit and feel like socks. Shoes with the technology have since crossed a billion dollars in sales. “It’s not innovation until somebody buys it,” Nurse says.
A decade after Meschter started taking apart sewing machines, Nike is hoping VaporMax will be its next big hit. We finally take a trial run in the afternoon in Beaverton, gathering first on the basketball court at the Bo Jackson Fitness Center. Evan Nike Air Max 2017 Damen Jager, who won a silver medal in the 3,000-meter steeplechase at the 2016 Rio Olympics, stands before us, tall and wiry, his long blond locks tucked into a flat-billed baseball cap. When he first tried a VaporMax prototype four years ago, he says, he hated them. They stabbed the outside of his forefoot with every stride. “What are you doing?” he remembers asking the designers. “Running shoes are already good.” Several iterations later, he likes them.
After a brief warmup, Jager leads us out to the Michael Johnson Track, where a drizzle falls on the red rubber and surrounding evergreen woods. It’s hard to know what I would feel without the hours of promotion, the top-of-the-line loaner rain shell, the Olympian running alongside. With all that, it feels like one heck of a ride—like I would jog more often if my strides always felt Nike Air Huarache Womens this springy. The run is an elaborate, personal demonstration of Nike’s basic marketing strategy: Give normal people a taste of how it feels to be elite.
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