Buro 24/7 Exclusive: Nike's Spring/Summer 15 women's event in New York
Prêt à Sporter
Sports giant Nike welcomed celebrities, insiders from the fashion and sports industries, press and athletes from all over the globe to Spring Studios, Tribeca – the location for the two-day–long special event – to celebrate one key theme; women.
A live DJ, art installation and a series of inspiring retrospectives on Nike and women took centre stage – before the theatre doors were opened and Mark Parker, CEO and president of Nike took to the stage.
"for the first time in history, there are more women with gym memberships than men"
Parker gave an inspiring speech to the room, explaining how women and sport have reached a new fever pitch. The Nike head honcho said that, "for the first time in history, there are more women with gym memberships than men," adding that "sport is empowering women in a way never seen before."
The stage was then filled by 27 of the world's top female athletes – including Paula Radcliffe, Skylar Diggins, Allyson Felix, Li Na, Brianna Rollins, Sanya Richards Ross and Sarah Reinertsen.
The 27 top female athletes present at the Nike Women's Event Day One in New York, October 22
Nike then debuted it's new collaboration with Brazilian designer Pedro Lourenço – a collection of training apparel and footwear that combines performance with a unique interpretation of style. The capsule collection was showcased by some of the featured athletes along with top models including Karlie Kloss and Joan Smalls – who walked through a grassy, suspended set with a light installation beaming behind them.
Karlie Kloss for Nike
The Nike representatives explained that they wanted to address increased desire for luxury in sport performance wear, and the new collaborative collection offers its most fashion-forward options for women, to date. It marks a turning point for Nike, who were definitely courting the fashion set in New York today – with Susie Bubble, Giovanna Battaglia, and Imran Amed all spotted front row.
A collaboration with Brazil’s "brightest young design talent"
The look book for the Nike x Pedro Lourenço collection also exclusively debuted, featuring Karlie Kloss as its poster girl, who walked the show in New York today too. Lourenço was recently featured in the Business of Fashion's 'Top 500', who called him: "Brazil’s brightest young design talent," adding that, "his debut collection drew critical praise for his clean, architectural lines." His collaborative collection with Nike will debut at stores worldwide on November 13.
Aside from dipping its toes into the world of prêt-à-porter, Nike showcased the bread and butter, too – pure sportswear. The vast collection features footwear and apparel for everything from early-morning yoga to late-night runs, to juice bar visits with friends. In true Nike style, the sports pioneers incorporated many new technological advancements in its Spring/Summer 15 collection across Flyknit footwear, sports bras, materials and tights.
Nike compiled deep investigation research into the collection, making it the most innovational on the market today
At a series of talks today, the brand explained that it has chosen to work closely with athletes – both professional and everyday aspirers – to deeply investigate how the woman's body works in fitness. Paying close attention to where the woman sweats, where she gets cooler quicker, Nike compiled all of this research into its latest collection, making it the most innovational on the market today.
To ensure the new footwear and apparel meet the female athlete's performance demands, the Nike Women design team explained that they isolated six core moves central to almost each and every sport or workout: push, pull, lunge, squat, bend and rotate. Using expert insight from Nike's 'Master Trainers', these core moves account for almost every element of an athlete's training – and therefore the designers built the clothes around them, ensuring 'zero distraction' and maximum innovation.
it demonstrates a commitment to one simple question: “Will this make the athlete better?”
Nike currently partners with over 300 professional female athletes and hundreds of teams across a many sports globally. These athletes have stood on the tallest Olympic podiums and held the most coveted trophies, and today Nike demonstrated its commitment to the simple question: “Will this make the athlete better?”
nike is now shrewdly developing the N+TC App community
At the showcase in New York City, the Nike team also presented the latest developments for its N+TC app. Capitalising on the growing global trend of using social media to share 'fitspo' and daily workouts and motivation, Nike have shrewdly incorporated a sharing platform within the app. For the first time, users will be able to stay connected with their Nike+ friends within the app – a news feed will enable users to stay engaged with both friends, and the broader N+TC App community. Daily workouts from top athletes and fitness icons will also feature with the new updates. Starting from mid-November, the N+TC app will also feature dual-screen functionality, which will enable users with Apple TV, Google Chromecast or an HDMI cable to connect their N+TC App programming to a larger screen. A new profile feature will track a user's NikeFuel tally, as well as provide updates on friends, workout minutes and program progress.
Tomorrow marks the second and final day of the international Nike Women forum in New York City, Buro 24/7 Middle East will of course, be keeping you posted as it unfolds...