Nike’s about to take a big step-pun intended-into the subculture of fashionable athletic wear.
2016 saw Puma and Rihanna’s FENTY collection that drove fuzzy slides and platform sneakers into all the rage. Adidas has seen multiple collabs with designers and celebrities like Pharrell Williams and Alexander Wang. Now, it’s Nike’s turn to hop on the bandwagon of sportswear meets style with the help of Matthew Williams, designer of cutting-edge streetwear label Alyx.
The collection, titled “NIKE X MMW TRAINING SERIES 001″, will be focused on movement inspired by computing data and purpose-driven movement. Campaign images are deliberately blurry and abstract in design to emphasize the unstructured fluidity and dynamic freedom of the garments. Williams’ vision is for training gear that equips athletes and alike with the most unconfined and precise movement possible, a combination of utility and minimalistic sophistication.
“What computational design and computer data can offer is really the future of design,” Williams said to GQ Magazine. “It helps to create a different perspective that we can build around.” In his collaboration with Nike, performance fueled by technology meets sleek and efficient style that won’t hinder function while keeping up with fashionability.
Part of the design concept is to meet the demands of young consumers today whose trends are “blurring” the lines between fashion, sportswear, training gear, and streetwear. Athleisure has become a coined term over the past decade for a reason; stylish youth are more inclined towards fusing their workout wardrobe with their everyday lifestyle fashion. Nike x Williams sees to the coupling of these two concepts in one perfect fit for modern streetwear lovers everywhere.
The designer, who is highly excited to collaborate with one of the leading sportswear labels in the industry, announced the collection on his Instagram, featuring an exclusive back shot of one of their upcoming training gear worn by Williams himself. Other images show the out-of-focus rapid movement theme resonating through their campaign.
The Nike x MMW training series is set to release July 12.