DIGITAL MANUFACTURING

Nike invited a host of elite athletes to the 2024 unveiling of Nike A . I . R in Paris

JOHN HOKE , CHIEF INNOVATION OFFICER , NIKE

“ AIR is Nike ’ s separator in the footwear industry – no one can create cushioning innovations like we can ,” she says .

“ In running , when we combine air with components like midfoot plates and with platforms like our proprietary foams , we create superior systems for performance .”

‘ Nike On Air ’ was part of Nike ’ s big Paris Olympics push , inviting 40 elite athletes to the event , including tennis legend Serena Williams , and flying in 400 media professionals , marketplace partners and creators . The company spent more on last year ’ s Olympics than any other , investing US $ 1bn in marketing and product launches .

Nike is operating in an increasingly crowded market at a time of global economic stagnation , with 2023 its most challenging fiscal year in more than two decades . Standing out and providing new forms of value that make products a worthy investment is paramount in this climate .

With competitors New Balance , Under Armour and Adidas all leveraging 3D printing for product development , Nike has accelerated its adoption and augmented it through AI .

On the footwear and soccer apparel side this has been a marked success , with sales on the uptick . Project A . I . R brought a potent sense of awe for the future , which according to John Hoke , Chief Innovation Officer at Nike , was very much the intention .

“ For these prototypes to be successful , they must stir emotions ,” he says .

“ They must evoke a sense of awe for what lies just beyond the horizon , an optimism for the future .”

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