Today Nike announced it would be launching what it describes as three “concept-driven labels.” Dubbed N. 354, THE10TH and D/MS/X, each label is meant to celebrate Nike’s legacy in experimentation and utilitarian problem-solving.
Each of the three footwear lines lives in its own space, deriving inspiration from different parts of Nike’s storied history, using a mix of classic and fresh silhouettes alike.
The N. 354 line zeroes in on Nike’s penchant for experimentation and therefore draws a lot of inspiration from the Nike Archive’s vast collection of prototypes. Each prototype represents an experimental attempt at solving a problem. These include the Huarache bootie and Shox technology. Meanwhile, the N. 354 will attempt to push the boundaries of footwear design in the same way that those technologies did when they debuted.
Bill Bowerman’s pre-Nike history as a member of the United States Army serves as the inspiration for THE10TH, having served in the 10th Mountain Division. The division specializes in conquering mountainous and arctic conditions, which will be reflected in the sneaker styles coming out of this silo. The design language here will be more rugged and geared towards the outdoors.
Finally, D/MS/X looks to the fringes of sports, some of which may not be automatically associated with Nike, such as urban motocross. Those sports will serve as inspiration for remixed classics and brand new Nike silhouettes.
Flip through some examples above and stay tuned for further information.
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