The new silhouette comes with stencils for at-home personalization.
In 2015 Nike applied for a patent for attaching an upper to the strobel. A shoe can be affixed to an outsole in 1 of 3 ways. The method that Nike patented went unnoticed but was discussed in an article on Digital Trends.
The Swoosh has released a cleat with a 3D printed plate to enhance player performance for NFL athletes, but they haven’t gone as far in developing a 3D printed product for public consumption like Under Armour, adidas, and New Balance.
Nike may realize that 3D Printing is more of a disruption than the other brands. The Nike patent is looking beyond “making shoes” at the fact that, “consumers will one day be able to buy a shoe design file from Nike and 3D print the shoe themselves.” Until that time comes Nike is presenting a product that I think introduces the idea of at home customization.
The DIY Nike Gakou Flyknit features a stencil pack that allows the wearer to place a swoosh where they like. Personally I see this as a precursor to the 3D printing patent, which is years away; but I also see this as a way for Nike to create a branding opportunity. There isn’t any way in the world that people who cop this shoe will refrain from dropping Swooshes all over the planet: on brick walls, cars, windows, other unbranded shoes, tee shirts, you name it.
It’s a pretty intriguing thing to see Nike do. They have always kept a very tight hold on their branding.
The shoe will drop in a black and a white version on August 24th.