Last week Nike invited me on a trip to London for the launch of the Hyperfuse Fall 11 line.
I arrived late at night, got some work done and the following morning I decided to have breakfast in my room.. Or should I say suite.
My god. Town Hall Hotel & Apartments : I'm coming back. I loved it there + best ham & cheese melt ever.
Off to work then.
Presentation at the Royal Observatory with Shane Kohatsu en Ben Schaffer, both Innovation Lead at Nike.
About the Hyperfuse technology. I know some of you heads are going : "It's not that new." I know it ain't.
Nike used the technique in 2010 in basketball, after previously visiting China where cats were battling it out on blacktop courts in either running shoes or hiking boots due to a.o. the extreme weather conditions.
But now, for the Fall 11 collection they are using the technology on their most iconic models :
The Air Force One, Air Max One, Dunk Hi and Air Max 90.
Lunch with Jeanette from Nike and my new found friend Hallgeir: founder of Scandinavia's #1 hip hop mag Kingsize Magazine and designer of the amazing GOODSTUFF app. An app that helps you find the best (sneaker)stores around the world. I, of course, grilled him immediately and he passed the test : Avenue, Lockwood, A Cut Above, Fresh Kicks. They all be on there! SO GET IT!
After lunch we got a sit-down with Ben and Shane. Hallgeir and I tag-teamed it on this one and the interview went pretty great.
I'll post it when the Hyperfuse packs drop in stores and online.
Before the big dinner and the party we got to take a good look at the entire collection.
The guy with the Warhol-esque do was pretty funny. Every time he got up he started vogueing. Mid-conversation.
Thanks again NIKE
