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.
March 04, 2016 - The Nike Flyknit Racer is now available in a bright "Santa Monica Sunset" colorway, inspired by the rich running heritage of the city and its residents' favorite time to train.
March 03, 2016 - Upon its release in 1991, the Air Max BW was an immediate hit with distance runners. Since then, the striking silhouette has been a favorite of club kids worldwide.
Retooled for lightweight comfort, the Air Max BW Ultra women's shoe arrives in Bright Crimson on March 3 at Nike.com.
March 02, 2016 - The Nike Air Max 1 Print juxtaposes a smooth, suede mudguard with a vibrant, seasonal cherry blossom-inspired upper.
March 02, 2016 - The Nike Classic Cortez Cherry Blossom shoe wraps the original Bowerman design in a seasonal print.
March 02, 2016 - The Nike Air Max Thea Print features premium lightweight cushioning, a low-cut profile and a seasonal cherry blossom print for lasting comfort and understated style.
March 02, 2016 - Inspired by the practice of meditation and the concept of Zen, the Nike Roshe One embodies simplicity. The Nike Roshe One Cherry Blossom gives the shoe seasonal appeal with a beautiful new floral print.
March 02, 2016 - Introduced by Nike Basketball in 1972, the Nike Blazer has since become a modern style staple. The Nike Blazer Mid Print features a seasonally-driven cherry blossom graphic.
March 02, 2016 - The Nike Air Rift, which debuted in 1996, takes inspiration from Kenyan barefoot runners. Twenty years later, the street style favorite gets a lift via a new cherry blossom print.
March 01, 2016 - The Nike Internationalist Jacquard Premium updates the classic early '80s runner with a woven, breathable jacquard upper and comfortable foam midsole.