Nike product innovation often becomes an invitation for collaboration with external creative partners. One of the latest partnership projects is the Nike Tight of the Moment.
Beginning in July, Nike will release a collection of three limited-edition tights born from a collaboration with Flavio Samelo and his wife, Jayelle Hudson, two artists based in São Paulo, Brasil.
Both Flavio and Jayelle are photographers with distinctly different muses. Flavio’s subjects are predominantly architecture, while Jayelle often photographs nature. Brasil provides an ideal setting for the couple with its beautiful nature in close proximity to its vibrant cities.
The Nike Tight of the Moment project marks the first time Flavio and Jayelle have combined their artwork into one creation. The patterns on each tight are born out of a blend of one photograph of architecture from Flavio and one of nature from Jayelle. Their goal was to juxtapose the worlds of man and nature in abstract form.
“Most of us live in big cities in which buildings dominate our attention,” Jayelle says. “However, we often don’t think enough of how nature plays a role in our cities. Parks provide an outlet for recreation and reflection and trees give us shade. Our designs look to provide perspective on how the city and nature work in harmony.”
Once the final art was complete, the Nike Women’s design team then tailored it to a body map provided by the Nike Explore Team Sport Research Lab. A body map uses athlete-informed data to show where an individual’s muscles and heating and cooling zones are located. The goal is to strategically place the art on the tights so that it highlights these areas in the legs in a flattering fashion. Digital sublimation technology, which employs a heat press to send ink from a printed picture onto a piece of fabric, transferred the art onto the tights.
In addition to their dynamic look, the tights are designed to perform. Soft Nike Dri-FIT fabric pulls sweat away from the skin to help keep legs dry and comfortable.
This Nike Tight of the Moment collaboration will come in two Nike Pro styles, the Nike Pro Tight and Nike Pro Sports Bra. The prints will also be featured on a variety of footwear in Fall 2014, including the Nike Studio Wrap Pack 2, the Nike Free TR 4, the Nike Air Max 1 and the Nike Roshe Run. The first of the three tights in the collection, the NTM x Pulso Forte, will be available in select retailers and on Nike.com beginning July 11. The NTM x Foco Bonito will release in August, with the NTM x Energía Vivaz launching in September.