July 01, 2021 - Nike’s Rawdacious colorway palette for Tokyo — a combination of white as a primary, with components of pink blast, total orange and bright crimson — is another example of how Nike uses color to imbue deep cultural, psychological and emotional value in its footwear.
“Color has the nuanced ability to invite both reaction and reflection at once,” says Martha Moore, Nike VP, Central Color Product Design. “You see a color, and you immediately react in a certain way. Color can also open the door to history, connections to other disciplines and to memory. In creating this year’s palette, we worked to consider color holistically to best represent a moment in time.”
Nike designers looked to historical precedent — moments in time when world events put sport on hold — and the spirit that flourished upon its triumphant return. The Rawdacious colorway symbolizes that exuberance of reuniting through sport in the palette's warm tones, signaling new beginnings.
The palette is grounded in a white base to connote unity (it comprises all hues within the visible light spectrum) as well as a return to square one. The layout of colors also act as a beacon to draw attention to the footwear’s technical components. For example, the visible Zoom Air bag in Nike Running silhouettes like the Air Zoom Maxfly sprint spike are highlighted by volt green and bordered and exaggerated by orange detailing. Similar to negative space in art, says Moore, it’s through white space that other parts of the object can sing.
The result is a color system that Moore says instills a deeper meaning for athletes, whether that athlete is running for gold or just around the block.
“Let’s be clear: I’ll never, ever wear a track spike to compete in a race,” says Moore. “But I would wear a lifestyle, color-related model of a spike because something about it spoke to me at a specific time in my life. It was meaningful to the world, and it was meaningful to me. Color can distill all of those values in a millisecond.”
The Rawdacious colorway of select performance and lifestyle products will release on nike.com throughout the summer.
Check out Nike Gallery for more info on Tokyo innovations.
April 01, 2016 - The Nike FI Premiere has a fully waterproof Flyweave upper, a flexible Nike-free inspired midsole and an outsole that uses Integrated Traction and four softspike cleats to provide the perfect on-course fit.
March 30, 2016 - The lightweight, formfitting NikeCourt Air Zoom Ultrafly has a disruptive silhouette that borrows inspiration from American football, global football and track and field footwear.
The NikeCourt Air Zoom Ultrafly is available April 4 at Nike.com in an all-volt colorway for both hard and clay court surfaces.
March 29, 2016 - Inspired by the Nike Air Force 1, the Nike LunarForce 1 G combines full-length Lunarlon cushioning with a waterproof leather upper and integrated traction using classic Nike Waffle lugs.
The Nike LunarForce 1 G is available April 1 on Nike.com.
March 29, 2016 - The print on the new KD8 young athletes' basketball shoe is inspired by the All-Star's favorite childhood snack.
March 28, 2016 - Last year Nike released the Air Max Zero, Tinker Hatfield's original Air Max design, which eventually became the Nike Air Max 1. Though the idea for the shoe was put to paper 29 years ago, its first real-life manifestation incorporated nearly three decades of Nike Air innovation. It may not have been the first Nike Air Max, but without it, the Nike Air Max 1 would not exist.
The Nike Air Max Zero Ultra returns March 28 in yellow with lightweight Ultra tooling at Nike.com.
March 26, 2016 - The Flyknit Racer is now available in the Fire and Ice colorway, inspired by the two keys to post-run recovery.
March 14, 2016 - A rework of a classic 2002 color scheme, this version of Tinker Hatfield's iconic Air Max 1 combines elements of another Hatfield favorite, the Air Safari.
The Nike Air Max Safari returns March 14 on Nike.com.