Famed British fashion designer Kim Jones recently joined forces with Nike to come up with a fresh iteration of its 'Mercurial Superfly 360' cleats. Jones explained his desire to work on the athletic design by saying, "Football gives young people a common goal and allows them to be a part of the community, connecting with the rest of their community in real life on the field rather than just digitally."
The new cleats have a bold aesthetic, with a vivid hue of orange overtaking the uppers, which is contrasted with a black cheetah print pattern. On the outer sides of the uppers, Nike's Swoosh logo is included in white with a black border, and Kim Jones' name is featured on the backs of the heels. The toes of the cleats also feature the Swoosh logo, and the bottoms of the soles are finished off with a heat map-inspired design.
The unique cleats are set to be unveiled by star soccer player Cristino Ronaldo.
Orange Cheetah Print Cleats
Nike's New 'Mercurial Superfly 360' Was Designed by Kim Jones
Trend Themes
1. Fashion Collaboration - The collaboration between Nike and Kim Jones showcases the trend of fashion designers partnering with athletic brands, creating disruptive opportunities for innovative designs.
2. Bold Aesthetic - The bold orange color and cheetah print pattern on the cleats highlight the trend of eye-catching and unique aesthetics in athletic footwear, presenting opportunities for bold, attention-grabbing designs.
3. Connecting Athletes and Community - Kim Jones' emphasis on the role of football in connecting young people to their communities demonstrates the trend of sports brands focusing on community engagement, creating opportunities for innovative campaigns centered around community involvement.
Industry Implications
1. Athletic Footwear - The collaboration between Nike and Kim Jones in designing the Mercurial Superfly 360 cleats aligns with the trend in the athletic footwear industry of collaborations with fashion designers, presenting disruptive opportunities for unique and stylish athletic shoes.
2. Fashion Design - The collaboration between Nike and Kim Jones highlights the trend of fashion designers extending their reach into the athletic fashion market, opening up innovative opportunities for creating sportswear that combines style and performance.
3. Sports Marketing - Kim Jones' emphasis on football's community impact signals the trend in sports marketing of focusing on the connection between athletes, communities, and brands, providing opportunities for disruptive campaigns that engage both athletes and fans.