RUSH HOUR: Nike believes that navigating the city is a sport unto itself and its new Techpack collection, of transitional sportswear, was designed to see customers through full 12- to 14-hour days.
The new collection will drop in Europe exclusively on the Nike app on Dec. 21. It will then be made available at all Nike stores, as of Jan. 10.
The collection marks a new strategy for the brand “to create with data-informed design.”
“This is really the first season we took a step back and looked at the way consumers were using the product. We spend an incredible amount of time working with athletes or people whose training is their prime pursuit and we know everything about them, so we said ‘Why don’t we apply some of that data-informed methodology to someone navigating the city?’” said Kurt Parker, vice president of apparel design at Nike.
“We pulled together a very international design team and found the insights to be very universal. The kid in Shanghai was living a very similar existence to the kid in London and parts of the U.S.,” Parker added.
Pieces include core performance products such as training tights, hoodies, T-shirts and shorts, including Nike’s popular Windrunner style. One of the key product innovations