Held at Koi Restaurant, Kemang, on July 27, 2011, a selected media were introduced to the essence of the Nike Sportswear Fall Collection 2011, and that is a collection that retains a consistent level of innovation in its creation, which is seen through the modern twist of a classic favorite – AW77 Hoody and Air Max 90 – reviving an old favorite piece with a modern approach that can fit today’s need for both comfort and style.
The design itself is the results of constant experiment from Nike’s in-house design studio, where the behind-the-story tale was generously shared through Nike’s video of “Tales from the Kitchen”. Spearheaded by Shane Kohatsu, Nike’s Innovation Lead for Basketball, his research dates back to his trip in China circa 2008, where he noticed the local basketball players were wearing everything from running shoes to hiking boots amid the hot, humid asphalt court.With that astonishing discovery in mind, he put together the thought of the breathable running shoe and the strength of a hiking shoe, to create what he calls – Hyperfuse – taking three materials and fusing them together into one material, which was later adapted by Ben Shaffer, the innovation lead of Nike Sportswear to the Nike products of Air Max 90.
The Air Max 90 has been given its new form, bearing the name Air Max 90 Fuse 2.0, the classical pair that normally undergoes a traditional hand-sewn process has been advanced with the a heat pressurized system guarantying lightness and breathability in its modern materials.
The AW77 Hybrid Hoody is also adjusted to fit our tropical climate, made from 100% cotton terry fleece, the hoody’s front zip has a customized ventilation including bonded seams to afford a more comfortable wear, embroidered eyelets under the arms for enhanced ventilation, ultimately keeping us comfortable during the dynamic of our daily activities.
The Nike Sportswear Fall 11 collection is now available at all NIKE outlets. For a list of NIKE stores, click here.
