Although Nike has made appearances at Milano Design Week for many years, now the activewear brand is participating in the event with an exhibit called 'The Nature of Motion.' While it may seem unusual for a sports brand to put on a design exhibition, the move is meant to create stronger ties between Nike and the design community.
The Nature of Motion is an installation located in an industrial space in the South end of Milan. The exhibit explores the concept of motion, while also showcasing the work of Nike's industrial design team. There are eight exhibits by external designers, including a microclimate chair that helps to cool and heat athletes between exercises and a drum set made from Nike Flyknit knitted textiles.
The installation provides a glimpse of how Nike is collaborating with designers to change the face of sportswear.
The Nature of Motion Exhibit Aims to Connect Nike to the Design Community
Katherine Pendrill — April 16, 2016 — Marketing