Martin Lotti: Functionality Must Be Placed In Front Of Good Looks.

A dozen people were divided into 4 groups, 3-4 in each group.

Everyone started the competition under the instruction of Nike design vice president and global soccer product designer Martin Lotti.

The game requires each group to build a building with one yard long and no sticky tape, two strings, 20 spaghetti, and finally 3 marshmallows can be fixed at the top.

The group that can make the highest building wins.

This "cotton candy game" is often played by the Nike design team led by Lotti.

The Swiss, who has designed products for Nike for 17 years, explains the reason behind this seemingly irrational game: "this is the design, it is difficult to give it a definite plan, you only have to constantly trial and error.

So children in kindergarten usually play best, but CEO can't.

When I was little, I loved watching Carl Lewis Lotti. I never thought I could cooperate with Lewis one day. "Lewis"

Now, he has designed new products for the latest two international sporting events, the 2012 London Olympics and the countless sports stars in the Brazil World Cup in 2014.

In order to make track and field athletes 0.023 seconds faster than the 2008 Beijing Olympic Games on the London track in 2012, Lotti began to dismiss human skin. "Actually, human skin is not ideal and slow.

We constantly test different fibers and tissues, and finally find inspiration from the uneven surface of golf balls that can fly high in the air.

Finally, the Flyknit running shoes series was designed. It has many hollow meshes. The surface of the whole pair of shoes is almost seamless. It is a complete cloth.

In this pair of shoes, innumerable filaments slowly climb the athletes' feet like blood vessels and suddenly bind them tightly.

This is what athletes want, light and loose, and firm enough.

Flyknit has now become the best selling shoe for Nike, not only because of its comfort, but also because its appearance is strong enough.

It accidentally went to the fashion world and became the most popular shoe in street shooting.

2015 Flyknit Free

In the fifth generation, Flyknit Racer introduced blue and green and orange and two.

The Flynit Lunar 3, which was launched in March this year, has enhanced its cushioning technology and is suitable for running sports such as marathons.

Because sports products demand professionalism, Nike decides to "put the"

The standard is raised.

"Most of our designs are targeted at professional athletes.

Professional athletes give us inspiration, and they are also the ones who can improve their opinions on new products.

Martin Lotti explains this way.

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The headquarters, the sports research laboratory and the designer office are located in the same building to facilitate communication between the two parties.

In order to prepare for the 2014 World Cup, when the Nike team designed shoes for Brazil football player Neymar, he invited him to the R & D laboratory.

Neymar's arms and ankles were tied up with the corresponding camera equipment to record the fine data of his limbs during exercise.

Based on these data, researchers analyzed and communicated to designers.

Of course, every athlete has his own characteristics.

"If a player is good at defending, we will make special shoes according to the shape and action of the human body in defense."

Martin Lotti told reporters.

To grasp the characteristics of athletes also helps Nike develop advertising and marketing activities. They choose eagle, scorpion and snake to simulate the function of defensive shoes in the corresponding product advertising creativity. When players face no escape from attack, they can only spread their wings, hold up hard claw, or throw out their core to the enemy.

So to some extent, it is not the athlete's characteristics that determine the selection of advertising creativity, rather, Nike wants to give every product its own personality.

For example, the Mercurial series is turned into a fast bullet in advertising, because it is red and black. It passes through plaster football and sculpture.

However, because Nike is not the official sponsor of the event, these ads can not appear on the 2012 Olympic Games and the 2014 World Cup.

But even so, in the survey of Euro consulting, Nike ranked first in the ranking of the sponsors' brand awareness, and people did not know that it had no qualify for entering the rankings.