Rookie

The NeochaEDGE x NIKE Collaboration Celebrates the Chinese New Year

By: Olivia Chow - Published: • References: edge.neocha
The NeochaEDGE x NIKE China collaboration created a half-dragon, half-human athlete. 

The design has the ability to store gigabytes of information, and is available in limited-edition models. Granted, in essence the design is a fancy USB drive. Nonetheless, they are absolutely adorable and come in exciting combos of neon red, yellow, green and navy. You’ll find the USB connector by popping its head off, while you can set the body to stand on your desk.
 
2012 is an important year to the Chinese. It’s a lunar leap year, a solar leap year and a dragon year—meaning it’s absurdly lucky. Since sports is an arena notorious for superstitions, NIKE China’s celebration of the dragon is an appropriate move. With athletic wear competition stiff in China, the company has to continue to tap into the Chinese values and psyche to maintain its top position. Thus far, the dragon luck seems to be working.