Nike Fired The First Shot Of The 2020 Tokyo Olympic Equipment Race.

Generally speaking, there are 365 days in a year, but 2020 is different, because this year is a leap year, so there will be 366 days. This also makes 2020 look different.

Because of the leap year, there will be 29 days in February this year, and those who are born can finally have 4 years' birthday. Because the leap year also means that sports fans will see more exciting events this year, for example, the 4 year European Championship will be held for the first time after the reform of the host city. For sports brand, 2020, the Olympic year is also an important opportunity for 4 years to show itself.

Speaking of the importance of the Olympic year, Nike will never lose any brand. Even for young people who have just entered social work, the heavy products and major projects launched by Nike during the Olympic Games are enough for them to talk about for a long time. Before the arrival of the Tokyo Olympic Games, we might as well start with a review of what Nike has done in the past few Olympic years.

　 One

Update, longer and longer

Although not the oldest sport brand, Nike is the most valuable sports brand nowadays, and Nike is also one of the most active sports brands in sales and technology research and development. From the Beijing Olympic Games to the last Rio Olympic Games, Nike also left us a deep impression.

In 2008, the Olympic Games were held at our doorstep. The "dream team" came to China for the first time. More importantly, Nike was a sponsor of the "dream team". Before the Beijing Olympic Games, they also launched a product NikeHyperdunk2008 enough to be included in the history of basketball shoes.

Flywire was first applied to basketball shoes. At the same time, LunarLite, the predecessor of Lunarlon, quietly appeared on the first generation of the Nike flagship team shoe series of Hyperdunk, which is ten in the basketball field. The appearance of these shoes not only influenced 2008, but also paved the way for product planning after Nike.

The best team shoes certainly need the best players to endorse, and Nike persuaded Kobe to temporarily put down his signature shoe series and put on these enough enough basketball shoes. Kobe, who led the "dream team" to recover the lost land, did not disappoint. Apart from the excellent shoe itself, Kobe had more highlights in the match, especially in the final match against Spain. Kobe himself was also very pleased with the shoe upper configuration of the team shoes. Before Kobe4 officially fell off, Kobe also crossed the Hyperdunk2008 shoe upper and Kobe4 mid sole hybrid shoes.

In 2012, the product of basketball shoes is still the single most impressive product of Nike, and the name of these shoes is still called Hyperdunk. But unlike Hyperdunk2008, the Hyperdunk2012 spokesperson changed from Kobe to Lebron James. At the same time, these shoes no longer focus on wearing technology, and technology interaction is mentioned by Nike as an important position.

NikeHyperdunk2012 in addition to righting Luanrlon, adding Hyperfuse technology to vamp with Flywire, the most attractive part is in the special Plus version. Together with Hyperdunk2012+, there are two pairs of training shoes, NikeLunarTR-1+ and NikeLunarHyperWorkout+, which are paired with App, which is specially built for basketball sports and training.

Although there is still much room for innovation in the Nike+ products that need to be embedded in the middle of the bottom to monitor the data, and the monitoring range is small and unstable, there will be no such products as NikeFuelBand and now NikeRunClub and so on without the 2012 products. The multi-dimensional visual impact produced by the connection of electronic devices is a gimmick that people are willing to pay for at the time. Even though the price of these shoes, especially the price of NikeHyperdunk2012+, is not cheap, the publicity effect is absolutely in place.

The power of Nike also indirectly promoted the input of other brands in the digital field. Of course, Nike also wanted to thank Apple's partner. If it hadn't been for iPhone's technological innovation and Apple's support, it would have been impossible for Nike to produce such an attractive product in 2012.

In Rio, Nike played color matching. Besides basketball shoes, running and training products were also the main hits of Nike in that year. Pegasus33, ZoomAllOutFlyknit, LunarEpicFlyknit... Apart from color matching, the performance of these products is impressive. What's more, running shoes and training products can also be worn on weekdays.

But in 2016, what impressed me most was the Nike summer event in Shanghai. The lights of the "Unlimited" color on both sides of the Pujiang, the athletes taking photos in the Bund, the runners running on the Huangpu River Cruise... These pictures show the charm of movement.

The most important technological innovation, the development plan that affects several years, the most extensive color matching design... You can see that Nike always has the biggest moves in the Olympic year. What about 2020?

Two

Higher, faster and stronger

Pierre de Coubertin, the "father of the Olympics", wrote the motto of "higher, faster and stronger" put forward by his friends. In the past few decades, this sentence has not only become a slogan but also influenced countless great athletes.

Athletes always keep their best in the Olympic year. The Olympic Games are often the birth place of the new world record. Just now, Nike has also released a series of flagship products for the Tokyo Olympic Games. This year coincides with ZoomAir technology 20th anniversary. We also see Nike's product innovation for different sports based on this platform.

The most eye-catching shoe item at the press conference is that Kipjoge completed the "2 broken" ZoomAlphaflyNEXT% running shoes in Austria. It can be said that the information about it is unexpected in our expectation.

Apart from the new shoes, besides the new material with better breathability, the ZoomXVaporflyNEXT% ZoomAir has been well known to us. The larger capacity of ZoomX foam and the larger area of the CFRP are also within our expectation.

But what we expected was that Nike also launched NikeAirZoomTempoNEXT% and NikeAirZoomTempoNEXT%FlyEase, the two training shoes that match AlphaflyNEXT%, and made NikeNEXT% a platform, not just a pair of shoes.

As a training shoe, TempoNEXT% running shoes also made some adjustments to the NEXT% system to make shoes more suitable for daily training. The two series of running shoes use the composite board instead of carbon fiber board, which provides stable and smooth running experience for runners. During the long distance running, this soft composite board can improve comfort. In addition, the two heels of the running shoes are made of NikeReact foam, providing more cushioning protection and improving the durability of the products.

TempoNEXT% running shoes use ZoomX foam on the compound boards of the front and middle legs, which can effectively increase energy feedback and resilience. The front palm uses NikeAirZoomAlphaflyNEXT% running shoes and the same NikeAirZoom air cushion to bring better rebound resilience and stronger propulsion.

Many people are very concerned about whether NikeZoomAlphaflyNEXT% can visit the Olympic Games in Tokyo. Based on the fact that these shoes are not equipped with new R & D technology, as long as Nike is approved by IAAF, there is still a great chance for the pair to stand on the runway of Tokyo Olympic Games with Nike marathon athletes.

In addition, we saw two pairs of spikes, NikeAirZoomVictory and NikeAirZoomViperfly, which will appear on the short track, and we also saw Nike's ambitions outside the marathon. In the racing track, Michael Johnson, who once built all gold running shoes for the legendary runner, Nike, has rarely used the design of the air cushion. This pair of shoes will surprise us on the men's 100 meters, the most watched item in the Olympic Games.

The Hyperdunk series is over. This time, the brand new flagship basketball shoe launched by Nike is called ZoomBBNXT. If I don't tell you that this is a pair of basketball shoes, you may think that this is a pair of running shoes, but this is indeed a pair of Nike basketball shoes that have long gone out of appearance and are more like street shoes.

In the middle end of this pair of ZoomBBNXT, we saw the wording of reactx3+ (ZOOMx2), which is also the configuration of the top class shoes. In fact, on KD11, we have already seen the React ZOOM configuration, which shows that Nike already has plans to integrate these two trump cards. Nike has always wanted to make basketball shoes lighter and more elastic, which means lighter material and better material are needed. As far as possible, the stack of materials can be reduced. This ZoomBBNXT may be the limit that Nike can do at this stage.

The name of ZoomBBNXT is probably the reason why these shoes have the appearance of running shoes and the design of these shoes also has the shadow of AdaptBB2.0. This year, ZoomBBNXT should take on the responsibility of selling as the Hyperdunk Series in the past. Besides the black and green colors that are mainly pushed along with other flagship products, I believe there will be limited color matching for Tokyo.

On the configuration, the two built-in ZoomAir of the exposed React foam and the front palm provide excellent resilience, and the printed English location is a supporting piece. To see the design of this configuration, many people should also see that this is a pair of shoes suitable for 5 positions on the court. As for why we design it, Nike basketball senior creative director Ross Klein said, "basketball matches and basketball players go through development and evolution together in the new era. Now we can see that some players do not have specific positions on the court because they can contribute to 5 positions on the field at the same time. "

In addition, the synchronized release of soccer product NikeAirZoomMercurial also has an innovative design. This is Nike's first pair of soccer shoes using Flyprint technology. In order to pay tribute to the Flyprint of sustainable manufacturing technology, the inside of this football shoe is written with the word "Structureprintedasasinglestrand=ZeroWaste" ("one weaved structure = zero waste"). At the same time, in order to commemorate the 20th anniversary of ZoomAir air cushion, the word "20Zoom" appeared on the heel stabilisation rack.

With the birth of 20th anniversary ZoomAir technology as the core, with all kinds of new cushioning materials and environmental protection technology, Nike compared with the past more sustainable products salute "higher, faster, stronger" Olympic motto. But is Nike's strength just on the playground?

Three

More complete, more energy efficient, more environmentally friendly

In the Olympic year, Nike is not only a sports ground, but also a top priority for Nike, especially clothing and sports shoes. It has always been an important area for Nike to get consumers.

The first is the sportsman's clothing, and the American team's athletes will be dressed in recycled clothing and shoes made of recycled materials. In the first Olympic Games skateboarding project, the players of the US, France and Brazil will be wearing the recycled polyester fiber made with colorful patterns (co painted with the Holland artist Parra) to show the unique sports culture of each country.

What is more worth mentioning is Nike's new shoe series SpaceHippie built with its own "production waste".

The first look at this series seems to have seen the shadow of the NikeMarsYard series, but in terms of design concept, the NikeSpaceHippie series and the MarsYard series are quite different. John Hawke, chief design officer of Nike, said that the biggest significance of SpaceHippie is that this series has prompted Nike to think about how to use as little material and energy as possible and exhaust less carbon to make better products.

The four pairs of shoes in the whole series are transformed from corner waste generated in the process of production workshop. The fly line for making vamp is made of recycled plastic bottles, T-shirts and waste yarns. The cushioning material uses the leftover bits and pieces left in the production of Vaporfly4% to reprocess the ZoomX foam. The total amount of carbon dioxide discharged is only half that of the ordinary Nike foam. On the whole, SpaceHippie is the shoe with a very low carbon emission in Nike products.

The latest products, including SpaceHippie, are also the two main points of Nike's "record breaking running shoes technology" and "accelerated climate protection action", which are most valued by Tokyo in the Olympic cycle. As one of the most powerful companies in the sports industry, Nike should not only enhance the performance of the sports field, but also need more social responsibilities under the supervision of the public.

"At Nike, we regard the most influential sports events as the best opportunity to show the world the infinite possibilities of mankind." Tang Ruoxiu, President and chief executive officer of Nike group, said, "after all, what we are concerned about is not just achievements, but the future of sports." JohnDonahoe In the Tokyo arena, we will use innovative technology to help elite athletes in the world challenge the new heights of sports. At the same time, taking into account the rapid changes in the global climate and environment, we will also bring real and effective solutions to the practical problems that athletes will face. "

The best thing to do is to play in and out of the field. Tang Ruoxiu's words have made clear the determination of Nike in the Olympic year. The product has been announced, and it will depend on what kind of exclusive services Nike will provide to athletes and consumers. For Nike, who has spent a lot of energy on mobile terminals, the Tokyo Olympic Games is a big test for their previous layout.

Having seen so many products, you must be concerned about the date of sale of these products. NikeAirZoomBBNXT will be available for sale in the world from July, and more information will be sent to NikeBasketball official micro-blog WeChat. SpaceHippie01, 02 and 03 will be sold this spring through SNKRS, NikeHouseofInnovation and designated retail outlets. SpaceHippie04 women's special section will be released in summer. The two Nike racing shoes, NikeAirZoomVictory spiked shoes and NikeAirZoomViperfly spikes, will be available for sale in the summer of 2020.