“Innovation and inspiration at Nike often start with the simple act of listening to the voice of the athlete. As expressed within its mission statement, the company believes: If you have a body, you’re an athlete”
We have a little phrase we sometimes uses at Thread: “Extreme to mainstream” that is, to look to those with extreme needs to get inspiration for something that the mainstream will desire. Great to see something similar happenning at Nike. I can’t see the FLYEASE on the UK store yet but I hope the concept is here to stay.