Nike's Olympic uniforms are a fusion of fashion and performance

If you passed by the Brongnard Palace in Paris's 2nd arrondissement last week, you would have seen six sports giants standing atop the building's stairs. Fencing player Bebe Vio, sprinter Xa Kari Richardson, soccer players Kylian Mbappe and Alexia Putelas, and basketball players LeBron James and Victor Wembaneyama were all there. However, in the past it wasn't actually them, but a 10 meter tall bright orange version that towered over everyone walking by. The domineering statue served as a portal to the world. Nike On Air was an immersive exhibition that delved into Nike Air's lineage and included a live presentation that brought together the world's top athletes to unveil the Paris 2024 Olympic uniforms. But when names like Serena Williams, Shakari Richardson, Dina Asher-Smith, Rai Benjamin, and Logan Edra come together under one roof, Nike becomes more than just a sports brand; It reminds us that we are a cultural giant.our life

First of all, how long does it take to put together an event of this scale? President Heidi O'Neal says, “The honest answer would be four years, because we started the moment Tokyo stopped. “It is.” Inside the exhibition, we got our first taste of what Nike has been working on since the last Olympics. Before entering a room lined with mannequins wearing new Olympic uniforms, listen to the history of his Air, the underfoot cushioning platform that gives athletes a boost.I came after this The live presentation saw athletes don their kit and go into battle. Seeing them all grouped like that feels overwhelming. And this is completely intentional. “If you're not in awe of those people,” O'Neal said of the emotions the show evokes, “if you're not in awe of those people.” I wanted you to feel the awe of what they were doing. ”

Joining us on the show is Benjamin, an American hurdler and sprinter who is currently at the top level. The great thing about Benjamin's involvement with Nike is that he was not only drafted last to model for the show, but he worked closely with the design team throughout the entire process. “We have a new shoe coming out. Everyone will see it at the show today,” he told me. “I worked very closely with the innovation team and made some tweaks to the shoe itself, to make it a little more stable and more aggressive than the previous model.” 18 who competes under the nickname Logistx Edra, a year-old breakdancer, was in the lineup for the show and echoed Benjamin's sentiments. “They are asking [our input] “Making sure they have the right information so we know what can get in, what they feel comfortable with getting in, and how to develop that apparel. ” she says.

In addition to improving athlete performance, as Benjamin and Edra say, Nike apparel and footwear also need to perform aesthetically. That may be true, but performance and aesthetics don't compete with each other. “It's not a performance. versus Style, because it's really performance and style,” says Martin Lotti, the brand’s chief design officer. “Even the professional athletes I've had the opportunity to work with literally say, 'If you look better, you'll play better.' They don't even see it as an opponent, they're I see it as an enhancer.'' When I talk to Benjamin about this, he echoes Lottie's words almost word for word. “I feel like if I look better, I'll feel better and I'll perform even better,” the 400-meter hurdler says.

Athletes like Benjamin and Edra trust Nike not only for performance but also for aesthetics, as the Nike brand will forever be a part of their lives. For Benjamin, Nike was a big part of his high school culture. “It was important for him to have two J's. That's when the Concords dropped and the Taxi 12 dropped. I'm from New York, and if I didn't have a pair of Jordans, what would I be doing? ” he says with a laugh. Edra added that she, too, grew up wearing Nikes. “For me, it's always been the Cortez,” she continues. “When it comes to hip-hop fashion, I think it's very West Coast style. It's a well-known running shoe, but it's also worn by a lot of breakout West Coast legends like Frosty Freeze and B-Girl Nadia.” This lifelong cultural instillation. gave Nike a very good footing when it came to competing in the Paris Olympics, allowing them to produce uniforms that expertly balanced performance and style. “Nike teeth Honestly, it’s the culture,” Benjamin says firmly. “People have been wearing Jordans forever, people have been wearing Air Maxes forever. I think Nike has such a symbiotic relationship that I don't think other brands will really come in and disrupt it. .”