NikeWomen Sportswear design director Johanna Schneider shares her take on the season’s closet staples.
Source: Nike News – Tech Pack Returns With Spring Essentials
Nike, like adidas and every brand, is countering Lululemon with elements of its tech innovations combined with sportswear. In the Spring Tech Pack visual it is clear that Nike has a target market and while sports companies have long looked over the women’s market, not looked over, tried to figure it out, it appears that each company is taking on women’s sportswear with a keen interest in getting it right by utilizing women in the production of the lines. (as it should be)
The Spring Pack is highlighted by an edgy street style while still capturing the performance element. The marketing shots evoke classic retro in black and white and feature a blend of different styles without looking like sportswear designed for men and sized down. Use the source link to read more and check out the design sketches.
