New life for Nike Sportswear

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Nike took eight products on a high-tech journey and came up with a collection rooted in the company's history in sportswear design, including a combination of some of Nike's best DNA, dating almost four decades back, to give the designs a facelift.

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The ‘Be True' campaign first appeared in 1985 when culture and sport crossed genres. The campaign was about representing your school and team. The Dunk was a popular shoe for skaters because of its stability and lower profile sole, which improved grounding performance. It's been 23 years since the Nike Dunk's first appearance on the hardwoods; however, the Dunk movement remained.

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The Nike Air Force1 and the Windrunner have also gone through a re-evolution and a facelift.

“We're identifying the products that consumers themselves have made iconic. We are taking those classics and creating new expressions of style by blending our heritage product of the past with innovations of the present and future,” explains Nike Sportswear brand manager Kemi Benjamin.

“We're creating products through a sharpened innovation lens, dipping into our deep reservoir of sports, crafting classics, mixing the old and the new, following a meaningful and innovative design ethos. Innovation creates new expressions of style.”