Friday, December 11, 2009
Nike Sportswear Spring 2010 Air Max BW Gen II
In preparation for a summer of football, the Nike Sportswear footwear design team joined forces with Nike Football to explore the needs of some of the world’s greatest footballers when they leave the field of play. Focused on solving the needs of the athletes, the result is a technical solution called Torch.
At Nike, innovation is a process of creating new spaces in which to address athletes’ needs and improve their performance. When considering how Nike Sportswear could enhance the post-match experience for athletes, the footwear design team adopted a cut-the-weight, lose-the-bulk mindset gleaned from performance football boot design to arrive at a new technical innovation—Torch. . Torch is a lightweight, moisture-managing, supremely comfortable three-layer textile. The outer layer features a visually stunning, protective diamond pattern that holds its shape and won’t crease at stress points like traditional materials. The middle layer offers a lightweight structural element that stands up to a post-match cool-down or an active day around town. The inner layer provides moisture-managing breathability to keep the foot cool and allow for a period of rest after a game.
Torch has also been integrated into several classic Nike silhouettes for Spring/Summer 2010. The Air Max BW Gen II, Air Force 1 and Air Maxim 1 all get the Torch treatment, as well as technical enhancements such as welded uppers and natural motion soles. The Air Max BW Gen II was originally introduced in 1991 and has been a cult favorite of runners and sneakerheads ever since.
What may not be apparent upon first view of the Air Max BW Gen II is the Nike Considered design principle of its construction. Based on the idea of modularity, the Torch Air Max has been developed so that numerous mid-sole models from the Air Max family can easily be integrated into the production line, eliminating waste and inefficiency.