JKR

It’s common these days to hear of design which considers “360 degree consumer touchpoints” (what used to simply be known as a comprehensive design programme), and innovation is often one of the prongs of such work. Less common is an innovation initiative which, in itself, seems to have thought about every possible brand element from soup to nuts.

This month sees Nike launch new outfits, equipment and merchandising for the U.S. weekend College Gridiron (I think that means college football in layman terms). Nike Pro Combat: ultra light, even when wet, and super strong innovative fabrics. Even the D-ring belt clasps have been switched from steel to titanium to be 66 percent lighter. Team gloves form two halves of the school logos. The full image emerges when the palms are squeezed together (e.g. when catching a touchdown pass). Inside the garments are team specific slogans (my favourites: “finish the job” and “tradition”) – fancy hanging out with the dudes who wear these things?

While the super tight outfits obviously need a little letting out for the average fan’s physique, this feels like an outstanding job by Nike. I know nothing about the sport, but such attention to detail and technological know-how, coupled to some imaginative ideas, convinces me as a consumer that the brand isn’t just an expert on sport, but also a passionate fan, which is always compelling when buying one of Nike’s more mainstream products. For those who want to read more, most of these facts were cribbed from here.